Researchers are trying to better understand opportunities to increase sales using search marketing. Millions of people use search engines like Google and Yahoo to search for information everyday. Marketers in the packaged goods category (baby care, personal care, home care, and packaged food) were interested to see the potential brand building impact of search.
A study by comScore, Inc. found that a substantial percentage of consumers visited a site after performing a search. ”Among visitors to baby products sites, 60 percent arrived via search, followed by 47 percent in food products, 27 percent in personal care products, and 23 percent in household products.” This means that there is a good opportunity for marketers to build brands using search marketing.
For years, search has been known for finding and obtaining information, not advertising and promotions. Now, the results of this study helps marketers further explore search for advertising and sales promotions to drive in-store purchasing.
ComScore’s SVP of Media, James Lamberti, thinks that managers should be considering search advertising to better the brand. “Brand managers should be placing more emphasis on this channel to influence the long term health of their brands.” One of the most significant findings in the report was that ”searchers spent approximately 20 percent more than non-searchers across the four categories studied, further confirming the importance of search as a potential driver of offline purchase behavior.” That is more than enough reason to focus more search marketing for brand building and driving offline sales.