The study finds most users complete product-related searches weeks ahead of their actual purchases, with a greater reliance on general searches than is usually presumed by marketers. Many marketers invest their budget in branded terms, but this study shows there is a big opportunity in the use of generic keywords to influence potential buyers much earlier in the buying cycle.
Less than half the Fortune 100 companies use effective search engine optimization and keywords to market effectively on the Internet, a surprising statistic in the light of the growing use of search engines to find and purchase good and services. What could be better than an interested prospect who is actively searching for you online?
Every cent you spend on marketing will drive your public to the Internet. If you are not found under the generic descriptive keywords for your industry you are spending money to drive people into the arms of your competitors.
