A recent study in the USA has shown that internet searches are largely carried out using generic search terms rather than brand names. The study, carried out by DoubleClick in association with comScore Networks, studied a number of searchers in specific markets.

Search by generic keyword beats brand

The results, which may surprise many internet marketers, show that not only do the majority of users decide not to conduct their initial searches by brand, but they begin their searches up to 12 weeks before they make a purchase. This flies in the face of conventional internet marketing measurement, which has assumed that searchers will click and buy immediately.

The trend is for searchers to use generic keywords in order to receive broad search results. They then narrow their search by using other generic keywords; only resorting to brand names as they draw closer to making a purchase.

Established brands, it seems, shouldn't rely on even the most loyal customers to search for their products online. Internet shopping has established a reputation for beating high street prices, and shoppers are usually looking for a good deal as well as a good product. This means that brand loyalty may be more threatened online than offline - something that brand managers need to consider when formulating their internet marketing campaigns. Search engine marketing helps to promote your products using targeted generic keywords as well as marketing your brands - Webevents' customers are always encouraged to consider a range of generic keywords for their search campaigns - whether natural or pay per click.

Results affect campaign measurement

One of the main conclusions of the DoubleClick report is that internet marketers need to pay more attention to the searching cycle. The average online buying cycle is around one month; from when searchers first key in generic search terms until they make a purchase. For more expensive purchases, such as white goods or audio-visual products for example, users conduct a lot of research before deciding to buy. Brand name searches and click throughs only occur close to purchase. It's important therefore, that brands target generic keywords as well as brand names, creating various avenues for the searcher to find them.

Internet marketing campaigns can be accurately measured, but if marketers are assuming that clients search, click and buy within a day or a few hours, they may be missing key opportunities. Revising the way you measure your internet marketing may show that areas of your campaign that you thought were underperforming are actually working well, or that there are areas you need to revise.

Webevents can help you to optimise your website to relevant generic keywords, to help drive targeted traffic to your site. We can help you convert that traffic into sales, seeing a real improvement in return on investment. Click the help my internet marketing link or email us at info@webeventseurope.com