Why Should Your Business Use Search
Consumers rely on different
methods to get information on buying decisions. A recent survey by
DoubleClick of over 2100 respondents shows that online web sites are in the top
4 "influencers" when it comes to purchase decisions. Web sites outrank
television in 8 of 10 categories. Read the report here:
DoubleClick: Web Site Influences Buying Decisions.
A failure in using SEM is a
failure to reach potential customers. Potential customers using the Search
Engines are motivated buyers looking specifically for something to purchase.
They could be researching (the information stage), they could be gathering
information on an item (the pre-purchase phase) with the express purpose
of finding out more about so they can go to a local outlet and see it before
buying. They could be ready to buy. These are all stages in the
purchase process, and if your company is not there, you won't get the business.
"Brochureware" (information only)
sites, if they are good, generate 1-3% conversion rates. That is provided
they are found. Most industry experts agree SEO optimized sites can
deliver conversion rates of 20% or more. Think about what that can do to
improve your ROI.
The increasing use of high
speed Internet (broadband) is changing many things and fueling Internet growth.
Read the Media Post Publication
eMarketer: Broadband Transforms Web Usage of June 22, 2005.
Forrester Research, consumers use Search Engines 80-85% of the time to find
products and services.
The time to act is now! It
is, however, getting tougher "out there!". As of October 2004, there were
55 million web sites out there. The web is growing by 1 million sites a
month. Search engine advertising spending looked liked this. Growth
rates are likely to continue, however, we suspect it will get more expensive.