SEMPO Highlights U.S. Bancorp Piper Jaffray Research That Demonstrates The Value Of Search Engine Ma - The Golden Search
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In March 2003, U.S. Bancorp Piper Jaffray published an industry report titled 'The Golden Search - Dynamics of the Online Search Market.' Its key findings included the following:
' Online search industry represents a major growth market, growing at a compounded rate of 35% annually. The key driver of growth is the increased popularity of search as the most efficient way to find products and information, and simultaneously the rise of search as the best way for advertisers to find and acquire customers.
' There are more than 550 million global searches performed daily on the Web. Internet users in the United States alone perform about 245 million searches per day.
' Because of potency and high ROI of search, online merchandisers and businesses are likely to use it more, at least in the 20% to 30% range of their marketing budgets, as a customer acquisition vehicle.
The U.S. Bancorp Piper Jaffray search engine research also found that paid listings of the type offered by Overture and Google have the highest overall satisfaction and ROI of various Internet advertising methods.
Types of advertising Overall satisfaction Return on investment
Paid listings (Overture, Google) 41% 29%
Opt-in e-mail 33% 24%
Paid inclusion 31% 23%
CPC banners 21% 16%
CPM banners 19% 12%
Source: Jupiter Media, Harris Interactive
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