Comment on comScore Networks study
MediaPost Advertising & Media Directory Mark Naples comments that "another story appeared that didn't seem to garner the attention it could have. I'm talking about the Overture-sponsored comScore Networks study analyzing the impact of search engine usage on the online and offline buying habits of consumers...The study found that while generic terms accounted for the majority of purchase conversion (61 percent), branded terms (either retailer or product terms) were approximately 30 percent more likely to result in an online purchase.
"It's critical that retailers consider generic search terms as an important part of their keyword strategy," said James Lamberti, vice president of comScore Networks. "Marketers focused solely on specific product terms known to convert directly will fail to address the vast majority of consumers in the buy cycle."
That is to say, they will fail to reach consumers who begin their buying research by typing keywords.
I've read estimates of the value assigned to each consumer search between 9 and 14 cents. The Yellow Pages industry claims that each directory search in the traditional world is worth roughly $1. This kind of efficiency differential in online's favor is part of what makes search such a killer app, both for consumers and marketers. The comScore study seems to demonstrate the veracity of this, especially as it pertains to offline advertisers.
So, why has there been so little buzz about it? "
posted by Jen @ 4:16 PM
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