Search Marketing for Branding

• Posted: Sunday, October 28, 2007
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• Author: pradhana
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• Filed under: Brand and Branding, Online Services

The majority of US consumers visited Web sites for consumer packaged goods products in the three months ending April 2007, and search drove many of the visits, according to comScore's “The Digital Shelf: The Opportunity for Search Marketing in Consumer Packaged Goods,” conducted with the Search Engine Marketing Professional Organization, Yahoo! and Procter & Gamble.

Nearly 44 million visitors searched for packaged foods in the study period. Baby products attracted 15.7 million searchers, personal care products 9.8 million and household products 1.7 million.

“While search marketing has long been recognized as an effective direct response vehicle, it’s been largely overlooked by CPG companies who focus on brand advertising and promotional efforts to drive in-store purchasing," said Gord Hotchkiss, chairman of SEMPO, in a statement.

Nearly three-quarters of searchers were motivated by product research. More than six in 10 wanted help with their purchase decisions

Nearly one-half of searchers were looking for promotions, and just under three in 10 were specifically looking for a company's site.

Searchers spent about 20% more than non-searchers across the four categories. [eMarketer]

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