Search: The Most Successful Form of Advertising?
This morning Search Engine Lowdown discussed Google’s interest in proving that search is the most successful form of advertising, more so than advertising in trade magazines, etc.
The search, which polled 900 technology professionals, was conducted by Millward Brown, a global market research agency. The search found that in the research phase of purchasing, search was used 30% more often than trade publications and five times more often than e-mail newsletters.
Another statistic revealed that in the final purchasing phase, search was used 62% more frequently than trade publications.
And finally, search was used 21% more frequently in the comparison phase than trade publications and email newsletters.
These findings don’t surprise us–we have always viewed search as a crucial element in research, purchasing research included.