Montag, Juni 06, 2005

Google Study Proofs: Search is More Effective Than Trade Journals

Google just released a study showing that for B2B advertisers, search seems to be more effective than trade journals. Not very comforting for B2B publisher.

Google (and MillwardBrown) measured 13 different sources of information and found throughout the buying cycle heavy use of search. Searchengine Lowdown gives a some details:

"Google Study Reveals Many Technology Purchases Begin With Search

- In the research/engagement phase of the purchase process, search was used 30% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.

- In the consideration/comparison phase, search was used 21% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.

- In the final purchase phase, search was used 62% more frequently than trade publications ... "

More ...

via John Battelles Searchblog

see also AdWeek: Google Targets B-to-B Advertisers