Vizergy Newsletter 2-14-2008

Being an SEO for Vizergy, I get a number of emails discussing the state of the hospitality industry, and how it relates to online marketing. I was recently sent our newsletter that was of particular interest to me, and I thought it would be nice to share it with our readers.

Pay close attention to some of the number of people online, the number of searches conducted and the amount of growth over the last couple of years. I would go on to explain how important online vizability is (we use a lot of 'Z's' around here at Vizergy), but the numbers really speak for themselves.

Why use Sponsored Search?

Sponsored Search is a great way for you to connect with the ideal customers-the ones already interested in what your business offers. With text ads that appear in search results, you promote your business to people who are actively searching online for your products or services. And you pay only when your ad is clicked.

Unlike other marketing options, a Sponsored Search account offers measurable results and lets you test different ads. Sponsored Search can achieve multiple objectives, including acquiring new customers, increasing brand awareness or influencing purchasing decisions.

There are many types of Internet marketing, but one thing sets Sponsored Search apart: you don't go looking for customers, they find you.

Check out the research

Did you know over 38 million people use search engines daily? Or that 67% of U.S. adults who research online before making a purchase decision use search engines as a research tool? Research indicates that search marketing is one of the best performing Internet marketing tactics.

Key Statistics

When you consider that more and more consumers are using search to find the products and services they want, it just makes sense for your business to be featured prominently in search results.

Consumers who use search are actively seeking what businesses like yours sell-which means they are highly targeted and motivated to buy.

The Popularity of Search

How many people are utilizing search each day? Findings by PEW Internet and American Life Project indicate that on an average day, nearly 60 million people use a search engine.

Also for the first time in three years, paid search has outperformed other online marketing tactics in click-through and conversion rates, according to a survey conducted by MarketingSherpa.

The Importance of Search

A study by iCrossing reveals that most adults who buy online rely on search engines to research their purchases.

88% of adults who purchase items online conduct some sort of online research at least sometimes prior to completing their purchase. 67% of U.S. adults who research online before making a purchase decision use search engines as a research tool.
40% of those conducting online research go to search engines first. Nearly equal percentages of respondents who use search engines to research products online use them to find a web site from which to buy (54%) or investigate where to purchase their desired product (53%).

Research by iProspect, further explores user behavior, revealing that 62% of search engine users click on a search result within the first page of results, and 90% of search engine users click on a result within the first three pages of search results. Statistics like these indicate that in order to be seen by the most searchers, marketers need to try to get their listings onto the first few pages of the search results.

The Future of Search

Search engine marketing was a $5.75 billion industry in 2005 and it will nearly double to $11.1 billion in 2010, according to SEMPO's (Search Engine Marketing Professional Organization) latest industry survey. In 2006, search marketing spending will total about $7.2 billion and increase by 15.3% to $8.3 billion in 2007.

(Editor's Note: We are talking billions here...with a 'B')

Couple this information with the trends in search use and it's clear that advertisers utilizing search only have one place to go: up.