A study conducted by Google found buyers in the B2B world prefer using search engines to conduct their research, as opposed to traditional B2B publications.
The survey, which has yet to be released, was commissioned by Google in order to determine the effectiveness of search engines and PPC advertising for B2B technology buyers. In the past, technology buyers were limited to a number of trade publications and the advertisements contained within. However, since the explosion of the search industry, this trade publication use has dropped exponentially.
In order to report accurate results, Google’s survey, which was done with the help of Millward Brown, conducted a phone survey of 900 technology buyers to determine what method of research they preferred when purchasing goods for their businesses.
According to Andy Beal, the study indicates B2B buyers use search engines extensively when conducting the research process of their purchase duties. The study also reveals:
“Search was used 30% more frequently than the next most used media resource (trade publications) and 5x more than e-mail newsletters.”
However, the study also reveals that the number of buyers who actually employ search engines to conduct the actual purchase phase dwindles when compared to the amount who use search for purchasing research.
Google’s survey also, and perhaps primarily, reveals how effective a well-managed B2P search engine advertising campaign can perform. Will the results of the survey convince B2B marketers to spend more of their advertising budget on search advertising? That’s just what Google is banking on.
Chris Richardson is a search engine writer and editor for Murdok. Visit Murdok for the latest search news.
