chapter  6
28 Pages

Objective I: Branding and Awareness

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 search1. 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 offline2. This indicates that search marketing is one of the largest influencing mediums for researching products and services that are researched online.