What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Generic descriptive keywords online influence purchasing behavior
Roughly half of online shoppers conduct research on a search engine before making a purchase, according to "Search Before the Purchase," a new report from Double Click and comScore. The report analyzes pre-purchase search activity of comScore's panel of 1.5 million US Internet users across four categories: apparel; computer hardware; sports and fitness; and travel.
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.
About Sally Falkow
Sally Falkow is the senior strategist and co - founder of Expansion Plus, an Internet marketing and PR firm based in Los Angeles, CA that specializes in using search engine visibility to raise brand recognition and value www.expansionplus.com. Sally writes a blog about Internet Marketing Strategy http://falkow.blogsite.com.
