New Research Reflects Growing Power Of Search

Search targeted marketing will be the fastest growing area of online advertising in 2004, according to a new study from Jupiter Research.

Gary Stein research analyst at Jupiter Research, said: “Seventy six percent of marketing executives that used search engine marketing rate it as more successful than banner style advertising and 64% plan on increasing their spending over the coming year.”

The research also reveals the growing popularity of web-wide search engines such as Google. Matthew Berk, senior research analyst at Jupiter Research, commented: “For consumers web-wide search is more accurate than local search sites 52% of the time. Search is the single greatest opportunity to learn from and influence customer behaviour.”

Jupiter Research has also announced plans to launch its own search service later this month to help businesses optimise their search marketing tactics.

Covering the leading search engine vendors and search marketing services, Jupiter Research’s online search coverage will help companies develop business strategies, choose partners and navigate the increasingly crowded search marketplace.

Other recent research from Jupiter has revealed that rich media costs email marketers more to produce and is often ignored by consumers (see Research Questions Cost-Effectiveness Of Rich Media).

Online advertising is a rapidly growing medium and recent figures from the Internet Advertising Bureau and Price Waterhouse Coopers show that online adspend for 2002 reached £197 million, which equates to a 1.4% share of the total UK advertising market (see Feature: Internet Advertising Flexes Its Muscles).

Jupiter Research www.jup.com

Recent New Media Stories from NewsLine IAB Launches Consultation Drive For Bigger Ads UK WAP Usage Figures Show Steady Growth In February Cable Broadband Set For Massive Growth

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left