Search – Why It’s An Important Part Of The Entire Communication Mix!

Recent consumer research conducted in Australia highlights a major shift. Search Marketing is increasingly becoming an integral part of the overall communications mix.

The quantitative research consisted of 2,000 respondents and was representative of the Australian population. The following data sample shows how search plays an important link:

Recent purchasers who researched online:

The consumer research commissioned by us and conducted by Research International, showed this trend across 40 categories. Whether consumers are purchasing online or otherwise researching, search continues to develop and play an important role in the overall sales funnel and decision process. Clearly marketers are short changing themselves if they continue to utilise search in isolation!

For instance:

• 80% of consumers use online research to inform their purchase decision.
• The study highlighted the increase in consumers going online to research Fast Moving Consumer Goods (FMCG), traditionally a category not heavily associated with online research.

It’s been well documented that “Googling” has become part of the vernacular and it is typically the first port of call when using the internet!

Given these insights why is it, that search struggles to command the focus or budgets? Is education the problem or inertia an issue?

There have been clients, including GroupM clients, who have taken advantage and opportunity to understand search, predominately via Google. Hence this education and proactive approach has complimented their offline efforts. By leveraging this holistic strategy, brands are improving effectiveness, efficiencies and saving money, especially during this tough economic time.

If you need more information about the research findings, you’re welcome to contact me at marcelo.silva@groupm.com.