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More and more consumers are turning to the internet as part of the purchase decision journey.  This article, “Consumers Combine Search, Social Media For Purchasing Decisions” (Inc., February 25, 2011) describes findings in a 10 page report titled “The Virtuous Circle:  the Role of Search and Social Media in the Purchase Pathway” (links to the full report from GroupM Search)  Some of the highlights include the finding tht almost half consumers use a combination of search and social media as part of their purchase decisions — with most of these consumers starting with search and later moving to social media.

The article and report throw around a lot of percentages, but I am always wary of using the percentages that are thrown around in these studies.  For one thing this sample starts with Internet users.  Second, this study was conducted by a firm in the “search” business.  With those qualifications in mind, you can still see that search and social media are playing an increasingly important role in the purchase decision process.  I believe that our text books have too much emphasis on outbound promotional activities — like advertising and personal selling — but this report suggest we need to have more understanding of social media and search.  The recent edition of Basic Marketing cranks up our coverage in those areas.

Like many people, I have a vague idea about how Google goes about generating its search results.  I am also aware that many firms employ search engine optimization (SEO) tactics to try to climb high in the Google search rankings.  This article “The Dirty Little Secrets of Search” (New York Times, February 12, 2011).  gets behind the scenes and describes how J.C. Penney climbed its way to the top of the search charts.  The article is kind of long, and goes well beyond what we might typically cover in an introductory marketing class.  But for many firms, especially online retailers, SEO can be a very important source of customers.  This behind the scenes peak is fascinating.  It raises ethical questions, too.

OK, here you go fell B2Bers – two B2B examples in a row.  This is an interesting interview with Intel’s global search manager who explains how Intel uses search as a marketing tool.  The article is probably a bit technical for the intro course, but it helps explain some of the growth trends in online spending.  Check out “Intel Corp.’s Carrillo on search marketing success” (BtoBOnline, July 28, 2010).

This seems pretty obvious once you read it, but I never thought about teaching my students about the value here.  When B2B marketers are trying to break into new accounts, it seems pretty straightforward that potential new customers will search on the company and key executives.   For more, check out the article, “How search marketing can help your online reputation” (BtoB, March 10, 2010).

For several editions of our books we have been paying increased attention to the role of search in organizational buying and promotion strategy for B2B.  This December 4, 2009 post “5 Must-Read Tips for B2B Search Marketing” on the Online Marketing blog by Michelle Bowles builds on that trend and highlights some strategy