Jena, Germany - September 19, 2006 - Intershop presents with Mettler Toledo its first international success story in online marketing at the OMD, Germany's foremost digital marketing event. Intershop is supporting and expanding SEM campaigns for nine Mettler Toledo divisions in German, English, Spanish, Italian, Portuguese, French, Hungarian, and the Nordic languages. The entire project comprises a total of 6,000 search terms and 1,500 different ad texts.
The key objective with regard to both search engine optimization (SEO) and search engine marketing (SEM) was to significantly increase the number of leads generated online, while remaining within the constraints of a defined maximum cost per lead. For SEO, an additional objective was to guarantee that search engines could always find the website in each of its language versions. The aim was to ensure that for relevant search terms the website is included in the first two pages of results produced by the largest search engines, i.e., Google, Yahoo!, and MSN.
An important goal of Mettler Toledo's SEM program was to implement central campaign management that would enable structured optimization of Google AdWords and Yahoo! Search Marketing campaigns in the context of the defined objectives and across all language versions, countries, and divisions.
Mettler Toledo also wanted the ability to monitor all online marketing activities in each country by way of a central tracking platform in order to establish and optimize the efficiency of the overall online marketing budget.
A centralized online marketing tracking solution (Statlynx from Traceworks) is used to monitor the full range of online marketing activities on a single platform and make comparisons between them. The data is presented in such a way that overall performance is summarized in a management dashboard and this page used as the starting point for drilling down to the campaign and search term levels. Reports can be compiled as required and exported in a variety of data formats (e.g., xls).
"Search machine marketing is now the key element in Mettler Toledo's online marketing mix," says Michael Ries, Internet Solution Manager at Mettler Toledo. "The central management facility allowed us to set and achieve our objectives internationally in a focused, transparent manner. Hits and leads have both risen sharply, and we have been able to stay within the predefined cost per lead. Adopting a coherent approach to SEO and SEM activities has been a key success factor and the standardized central reporting system has allowed us to get maximum benefit from our online marketing budget."
Mettler Toledo Inc. is a global company specializing in the manufacture and sale of precision instruments worldwide for professional use in laboratories, industry, and retail. The company has some 8,000 employees in 14 countries and generates annual sales of over USD 1 billion. In addition to providing product and company information, the corporate website (www.mt.com) serves to generate business-to-business leads. The company uses a number of different methods to achieve this, including search engine marketing and search engine optimization, e-mail marketing, personalized content, and close integration with its offline marketing activities.
Intershop Communications AG (founded in Germany 1992; Prime Standard: ISH2) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.
This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.