[Sigia-l] Generic search

[Listera]

Challenging the notion that online retailers and marketers should employ
trademark-specific keywords, a new study by comScore and Overture finds the
majority of consumers make purchases after searching only on general terms.


Generic Search Terms Drive Most Buying
<http://www.clickz.com/stats/sectors/professional/article.php/3447431>

Contrary to conventional wisdom, the study finds most users complete
product-related searches weeks ahead of their actual purchases, with a
greater reliance on general searches than is usually presumed by marketers,
said Stuart Larkins, VP of partner services at Performics, a DoubleClick
division.

"A number of clients see a high ROI [return on investment] from branded
terms and think that's almost exclusively where they should put their
focus," Larkins said. "This study shows the opportunity posed by generic
terms to influence potential buyers much earlier in the buying cycle."

Consumers Search Before Buying Online
<http://www.clickz.com/stats/sectors/retailing/article.php/3483906>

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