Savvy marketers in the technology sector favour search engines ahead of advertising, a recent survey by PR company, Lewis, has found.
The survey of 60 hi-tech companies revealed that 82% use search engine registration as the focal point of their online marketing mix. This compares with only 45% who run banner adverts, reciprocal links or e-mail marketing campaigns.
On average, search engines produced the best return on investment in terms of driving traffic to web sites. This was an important consideration for all of those interviewed, most of whom allocate only 10-20% of their marketing budget to online activity.
This strategy is supported by the latest research from Forrester, completed in May 2000. Its ‘UK Internet User Monitor’ survey found 81% of users find web sites they are interested in using search engines, up from 67% in 1999. The next most popular source was by following links, a method used by 59% of those surveyed.
“With an increasing number of journalists moving online, search engines are often the first port of call when they are researching a story. At the end of the day, if the organisation they’re looking for isn’t listed in the top ten on the retrieval list, the journalist will give up,” said Suzanne Sinden, head of new media at Lewis.
“It is great news that technology companies place search engine registration so highly in their online marketing mix. These results really demonstrate the shift away from expensive banner advertising towards direct online promotion,” Sinden concluded.
Lewis specialises in media relations and marketing consultancy for technology companies in Europe and North America. It is headquartered in London with subsidiaries in Boston, San Diego, Paris, Munich and Maastricht. Lewis has a current turnover of £4.5 million and employs 70 staff.