The Branding Value of Search's Page 1
Marketers have historically turned to print and television offline, and banner advertisements online to achieve brand development goals. In contrast, search marketing has primarily been utilized as a medium to drive traffic and conversions to online web properties.
Conductor’s research findings show that marketers may need to rethink traditional brand development paradigms, as manufacturers experience substantial lift in brand awareness, brand quality, and purchase consideration when their brand appeared in the search results compared to when it did not. Retailers experience a similar lift in intent to purchase.
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