Thursday, June 09, 2005
Google Studys Says Search More Effective Than Trade Ads
byI just read about a new Google study, conducted with Millward Brown, that clearly demonstrates the importance of search advertising for B2B technology buyers. The full report is expected to be released soon. Below is a brief overview.
Millward Brown polled 900 technology professionals involved in purchasing for their companies. The poll revealed search was used 30 percent more frequently than trade periodicals in the research phase of the buying cycle. Online search was 21 percent more frequently used than the B2B press in the consideration phase and used 62 percent more in the final purchase phase.
It is apparent from studies like these that Search Engine Marketing is becoming a vital part of the marketing mix. It is also understandable. Technology buyers, like buyers in any other sector, need to be able to access a large quantity of relevant information in a timely manner. The Web makes that job considerably easier by allowing information to find people rather than the offline approach where buyers often have to sift through copious amounts of irrelevant information to eventually find what they want.
I think it is also predictable that RSS, and corporate blogs, will play an increasingly important role to these same buyers.
