互联网企业商务ppt模板跟互联网的黄金时代web-conte.ppt

* Moving back to a view of all four categories, demographically searchers are an attractive target with higher income, more education, who are likely to be younger females. Remember we are looking at personal care, baby care, home care, and packaged foods – so the female skew is not surprising – but it’s clearly a valuable target. * * In fact- this often happens! Searchers are more likely to be “switchers”- and they are NOT always switching based on price. * * * Searchers can be influenced to switch brands based on factors other than price Thinking about your last purchase, did you switch brands? Why did you switch? Searchers Non-Searchers QA14/11a: Did you switch to another brand? Base: Searchers (n = 1,893); Non-Searchers (n = 751) QA15/12a: Why did you switch? Base: Searchers (n = 625); Non-Searchers (n = 208) = Significant difference at 90% confidence. Price (Main Reason for Switching) Searchers 27% Non-Searchers 38% * * The Brand Lift of Search Query: Unbranded (i.e., “fuel efficient car”) Methodology: Testing the Brand’s Placement Control (No branding – “Brand X” does not appear on the SERP) Brand appears in Top Sponsored result only Brand appears in Top Organic result only Brand appears in both Top Sponsored and Top Organic results Brand appears in Side Sponsored result only Top Organic Only 3 Top Sponsored Only 2 Top Organic AND Top Sponsored 4 Side Sponsored 5 Top Sponsored Control, brand not mentioned 1 Top Organic Subjects entered an unbranded query and saw one of the following search engine results pages (SERP): Source: Enquiro Search Solutions, Inc., July 2007. Note: All subjects (N=2722) are 25+ and considering purchasing a new car within the next year (test brand: major import auto maker). * Test Brand Other None A 16% Point Increase in Brand Association When Brand Is in Top Sponsored and Top Organic Results When you think of fuel-efficient cars, which come to mind? 42% point gap betwee