ABSTRACT
Recent studies by the Interactive Advertising Bureau (IAB) have confirmed what a lot of search marketers believed: the power of search engine marketing, and the advertising medium of search, in driving branding and awareness; and the IAB reported in a recent survey an increase of 27 per cent in brand awareness from search 1 . Further research performed by Comscore suggests that, for some retail sectors, some 92 per cent of purchasers willing to buy researched the purchase online and subsequently bought offline 2 . This indicates that search marketing is one of the largest influencing mediums for researching products and services that are researched online.
