Business Services Industry
COVER STORY : The Search Goes On ; Online search is becoming a major part of both advertising and consumer experience but local marketers appear to be lagging behind.
Marketing Magazine (Auckland), April, 2008 by Simon Young
Figures compiled by the IAB (Internet Advertising Bureau) in conjunction with PricewaterhouseCoopers provide a more accurate picture of online adspend than we've ever had before. And they show search and directories making up nearly a quarter of online spending, at $31.81 million for the whole year. Search showed growth, even when total online adspend took a dip in the fourth quarter of 2007.
Search engines play a huge role in our daily internet use. A local survey done by Google in November 2007 showed that 97 percent of respondents had used a search engine to research a product or service, and search engines were the source they most relied on for research and purchasing.
Like everything else in the media mix, search doesn't stand alone. The same Google survey found...
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