May 31, 2006, 12:00 AM

The measure of search marketing—the consumers’ and the retailers’ view

Two new surveys of consumers and marketers shed new insight into the state of search engine marketing.

Internet Retailer

Search engine marketing is the hottest thing going these days-spending on search engine marketing will grow 78% between 2005 and 2010, says Jupiter Research. So it’s no surprise that two significant research reports have come out almost on top of each other this year. The interesting thing is that one reports how consumers use search engines and the other how marketers use them. The consumer survey was conducted by Jupiter Research for search engine marketing company iProspect.com. Among its significant findings were that consumers equate high search ranking with the top brands and that 88% of consumers will change terms or engines if they don’t find what they want in three pages (vs. 78% in 2002). The marketers survey also came from Jupiter, conducted on its own behalf. Its interesting findings include the fact that click-through rates go up as marketers use more search engines and that a lot of marketers want a lot more reporting data from search engines. Following are highlights on this page from iProspect’s Search Engine User Behavior Study and on the preceding page from Jupiter’s Search Engine Selection Strategies.

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