The Web This Blog

Monday, June 06, 2005

B2B Media's New Competitor: Google 

Potentially frightening piece from Adweek's IQ Interactive on a Google-sponsored study of technology executives involved in purchasing enterprise software applications.

The study was designed "to show how search advertising is more effective than ads in trade magazines and other traditional business-to-business media."


The online poll found search was used 30 percent more frequently than trade periodicals in the research phase of the buying cycle. Search was 21 percent more frequently used than the b-to-b press in the consideration phase and 62 percent more in the final purchase phase.

It probably won't be too long until Google fields similar studies of buyers in other markets.


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