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  • Social Networking earch Engine Marketing Study Released


  • 05/16/2007 -
    Social Networking Search Engine Marketing Study Released

    Boston, Massachusetts - May 16, 2007 - A Search Marketing survey, conducted by JupiterResearch, has revealed that 48% of search marketers proactively place content on some of the most popular social networking sites, including MySpace, YouTube, and LinkedIn.

    In addition, the survey revealed that marketers primarily place content on these sites to drive traffic and create brand awareness.A new search engine marketing study survey, has revealed that almost half of search marketers, place content on social networking web sites, for traffic and brand awareness.

    Fielded in February of 2007, JupiterResearch conducted a formal survey of search marketers using questions composed by iProspect. Respondents were targeted by familiarity with their company's search marketing efforts and screened for involvement with marketing their company's products. A total of 794 qualified search marketers completed the survey.

    The key findings demonstrate that these sites are already being embraced by a significant percentage of search marketers as vehicles to drive website traffic and create brand awareness in particular, as well as both influence and generate direct sales.

    Among the key findings of this most recent survey is that the following percentage of search marketers have proactively placed content on the following social networking sites: MySpace (18%), YouTube (15%) LinkedIn (15%), del,icio.us (14%), Craigslist (14%), Amazon (12%), Yahoo! Answers (10%), FaceBook (3%), iVillage (3%) and TripAdvisor (3%).

    Compare marketer's participation on these sites listed above to the Internet user population's propensity to visit these sites at least once a month you can see some real discrepancies. According to the April study, the percentage of Internet users visiting the following social networking sites was as follows: MySpace (23%), YouTube (20%) LinkedIn (2%), del.icio.us (1%), Craigslist (10%), Amazon (29%), Yahoo! Answers (9%), FaceBook (6%), iVillage (5%), and TripAdvisor (3%). Murray noted, "As you can see, marketers are not as consistently present on those sites where the Internet user population visits most frequently."

    The other key finding is that the main reasons marketers place content on these sites across the board are to: drive traffic (51%), create brand awareness (32%), direct selling (25%), and influence a purchase decision (15%). It is important to note that marketer intent varies widely site by site, consistent with user intent. Respondents indicated that MySpace (50%) and del.icio.us (62%) are used by search marketers primarily to drive traffic, while Amazon (60%) is used more often to directly sell a product; which is consistent with the April study.

    Compare these marketing participation objectives with the Internet user population's motivations to perform searches on these sites: research a product or service (38%), entertainment (36%), make a purchase (29%), and to connect with others (20%).

    A marketer's participation on a particular site can be as closely aligned as trying to influence or close a sale with a user who is in research or purchase mode, or as loosely related as a marketer trying to drive traffic or create brand awareness through a user who is searching a site to network with other people or be entertained.''

    JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on business. The company's goal is to help online businesses make critical decisions about technology selection, spending, staffing, and web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe.



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