To achieve brand development goals, marketers have historically turned to print and television offline, and banner advertisements online. In contrast, search marketing has primarily been used to drive traffic and conversions to online web properties.
But is the traditional brand development paradigm still relevant? Our research shows that manufacturers experience substantial lift in brand awareness, brand quality, and purchase consideration when their brand appear in the search results compared to when they don't. Retailers experience a similar lift in intent to purchase. Clearly, search is becoming a major factor in brand success.
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