Search Marketing Vital for Brand Building and Driving Offline Sales for Consumer Packaged Goods Companies. This is as per a recent comScore Study with P&G, SEMPO, And Yahoo! Internet Search appears to represent a significant marketing opportunity for consumer brands.

The comScore Study found that a majority of consumers visited Web sites for these product categories during the three months ending April 2007, with search driving a significant percentage of visitors in all the categories. Food products represented the largest search marketing opportunity, followed by baby products, personal care and household products. The study also found that a substantial percentage of the visitors to category Web sites arrived as a result of a search query.

The survey revealed that searchers were significantly more involved in obtaining information and demonstrated higher category engagement than non searchers. Search may be one of the most effective means of reaching qualified consumers when and where they are most receptive to learning about brands driving your off-line sales. Apart from quantifying the extent of search activity and measuring consumer motivations, the study also profiled consumers across a variety of dimensions, including category purchasing, attitudes, and demographics.

On every dimension analyzed, packaged goods category searchers represented a highly attractive target segment. Perhaps most compelling, searchers spent approximately 20% more than non-searchers across the four categories studied, further confirming the importance of search as a potential driver of off-line purchase behavior. For more on this study visit: comscore.com/press/release.asp?press=1835