BIGresearch finds purchase decisions of online searchers are influenced by a broad number of offline sources.
Findings from BIGresearch's SIMM VI Media Study of 14, 847 participants in May 2005 shows search engine users are not always necessarily influenced to make a purchase by online media.
The following chart profiles six search engine users and the media that has the most direct influence on the decisions to purchase Electronics and Home Improvement products.
Generally, word of mouth, newspaper inserts and TV/Broadcast are more influential than online, internet or email advertising. Reading an article on the product and newspaper inserts also having a strong influence on the online advertising when it comes to purchasing electronics.
What does this mean for media planners, buyers and marketers? While search engine marketing is hot, if we penetrate the search engine influence on purchase decisions, we find online advertising is not necessarily the "go to" media. Search advertising should not be treated either as an exclusive option nor the most important. Traditional media and word of mouth are significant in the mix. This is not merely applicable to Electronics but other product lines which we will explore next week.
Joe Pilotta of BIGresearch & Safa Rashtchy of Piper Jaffrey, will be presenting Beyond the Clicks: The Power of Targeted Messages Through Search Marketing, Tuesday November 8, 2005, 11:45 a.m. - 12:45 p.m. at Ad Tech, Hilton Hotel, New York.
Joe Pilotta is Vice President of BIGresearch and a Professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Member of Word of Mouth Association (WOMMA) Standards and Metric Committee and the ARF Long Term Advertising Effects Committee.
BIGresearch is a consumer intelligence company which creates a syndicated product from the consumers' point-of-view; their experiences, needs, wants and difficulties in the consumer arena. Our monthly survey allows over 8,000 consumers to speak to the National Retail Federation, Retail Marketing Association and the President's Council of Economic Advisors. Our survey has been featured in numerous publications such as the New York Times, Wall Street Journal, USA Today, myriads of local and international newspapers, online, as well as personally featured on CNBC.