The link between Brand Building and Search Engine use – study by WPP’s Wunderman
Posted by Reggie James | February 11th, 2010 | Filed under Branding, Research, Search Advertising, SEO
Some initial research findings by Wunderman, BrandAsset® Consulting, ZAAZ and Compete originally tweeted by WPP on Thursday 9th Feb 2010
Key points
- The correlation between brand awareness and search efficacy;
- How search engines are changing consumer behavior;
These initial finding are split into 2 distinctive groups and show that user profile and Search Engine loyalty delivers different results.
1. The demographic and psychographic profile of each loyal search engine user is different. Bing users, for example, tend to be mostly from the tip of the adoption curve (innovators and early adopters) where Yahoo! and Google’s passengers tend to be middle majority.
2. Each search engine delivers a different result, whether paid for or earned. In the brands and vertical categories studied (automotive, travel, retail, and wireless), each search engine demonstrated different degrees of consumer engagement ranging from visiting to finally purchasing.
The research finds that the search experience on different search engines yields different results, with some being more relevant to the consumer than others. This, according to the research, contributes to overall customer and brand awareness. If the results of the search satisfy the needs of the consumer, then the search engine has greater appeal to that potential customer and he or she will have a deeper connection to the brand and the search engine. Therefore, the research indicates, search engines provide different degrees of a “brand lift” to the destination site.
See the orignal release here: http://bit.ly/bRYuyN
Tags: BrandAsset® Consulting, Branding, Search, WPP, Wunderman, ZAAZ and Compete
