The Role of Search in the Business Technology Purchase Process
Agenda
• Methodology and Sample • Key Findings by Purchase Process Phase • Keywords Used in the Purchase Process • Propensity to Click on Ads • Summary
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Google Confidential
Overview
Goal of the Study: • Identify how search compares to other resources across the purchase process • Identify types of keywords used most across the purchase process • Identify messages that resonate best with business technology influencers • Explore variances across product categories, company size, and job functions The Basics: • Business Technology Influencers Sampled • Represent various job functions • Studied three enterprise categories: Server Storage, Enterprise Applications and Security
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Methodology
Sample and Methodology
• To accomplish the research objectives, a web-based survey was
conducted among respondents of the IntelliQuest CIMS™ study and the IntelliQuest Tech Panel™ in the U.S.
• The general makeup of the respondents is as follows:
Enterprise Application Software Security Software Storage for Servers Total 300 300 300 900
• The report shows the data cut by small/medium and large business (1999 employees and 1,000+ employees) as well as IT vs. non IT function where appropriate
• Data collection was conducted from March 31 to April 13, 2005 • Google was not identified as the sponsor of the research
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Makeup of Respondents (Total)
Company Size*
1-999 employees Sample size 338
Extent of Purchase Influence
Entire organization
Sample size 515
1000+ employees
555 Sample size 728
Entire worksite/division Department or business unit
216 102
Job function
Part of MIS/IT department
Workgroup
40
Not part of MIS/IT department
172
Self only
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* Does not sum to 900 because respondents were allowed to select "Don't know/decline to answer".
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Extent of Purchase Influence
•
A survey was structured in the context of one of the three categories of influence - involvement in the past 12 months in the purchase of:
1. Enterprise apps 2. Security software 3. Storage for servers
•
According to the Millward Brown IntelliQuest CIMS 2004 syndicated study, this sample frame has significant influence across a wide variety of technology categories
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Respondents Have Purchase Authority Across Many Products
Category
Percent of sample who also have influence over the purchase of category
Desktop PCs/workstations Operating systems Printers Displays ISP Consulting LANs Inter/Intra/Extranet equipment Utilities/software development tools
87% 54% 91% 72% 62% 27% 44% 47% 50%
Source: IntelliQuest CIMS 2004 Business Influencer Study
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Key Findings – Search in the Purchase Process
Business Technology Purchase Process
RESEARCH / ENGAGEMENT
CONSIDERATION/ COMPARISON PURCHASE
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Research/Engagement Phase
First Choice Total Choice
Search engine Manufacturer’s website Colleague IT Consultant Content website Magazine/Trade publication
RESEARCH/ENGAGEMENT
22% 16% 15% 12% 10% 6% 6% 4% 2% 18% 36% 40% 44% 34% 33%
57% 60% 50%
Manufacturer’s sales rep
CONSIDERATION/ COMPARISON PURCHASE
Trade show Online retailer Local retailer Community websites E-mail newsletter Blogs
2% 16% 2% 15% 1% 10% 0% 7%
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Consideration/Comparison Phase
First Choice Total Choice
Manufacturer’s website Manufacturer’s sales rep IT Consultant Colleague Search engine Content website
RESEARCH/ENGAGEMENT
23% 19% 11% 9% 9% 8% 7% 4% 3% 3% 34% 39% 40% 32% 28% 20% 33% 24%
59% 47%
Online retailer
CONSIDERATION/ COMPARISON PURCHASE
Local retailer Magazine/Trade publication Trade show Community websites Blogs E-mail newsletter
1% 13% 1% 6% 0% 7%
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Purchase Phase
First Choice Total Choice
Manufacturer’s sales rep Online retailer Manufacturer’s website IT Consultant Local retailer Colleague
RESEARCH/ENGAGEMENT
32% 16% 11% 9% 9% 7% 5% 27% 33% 26% 21% 43% 44%
58%
Search engine
CONSIDERATION/ COMPARISON
Content website Trade show
2% 13% 2% 13% 2% 13% 0% 6% 0% 3% 0% 3%
PURCHASE
Magazine/Trade publication Community websites Blogs E-mail newsletter
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Tech Buyers Find Your Company Via Search
Methods for locating technology related information online
Type keywords into a Search Engine Type company name into a Search Engine Type web address (URL) into my browser Bookmarked sites 33% 49% 57%
79%
Other (please specify)
0%
1%
10% 20% 30% 40% 50% 60% 70% 80%
Q. How do you find manufacturer, tech content, tech distributors and associations websites when you go online?
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Source: Insight Express (September 2004)
Google Confidential
Key Findings: Job Function & Company Size
Job Function
• Use of search by IT professionals vs. business influencers
In the research/engagement phase, IT professionals turn to search engines more frequently than business influencers; however, still half of business influencers turn to search -- significantly more than any other media resource
• Behavior in subsequent phases
In the subsequent phase of the purchase process, use of search does not significantly differ between the two groups
• Number of sources used
IT professionals use more sources on average than business influencers Company Size
• Use of search by large companies vs. SMB companies
Both segments use search equally throughout the purchase process
• Number of sources used
In the research/engagement phase, large companies turn to more sources on average than smaller companies
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Key Findings: Sub-vertical Categories
• Enterprise Application, Storage and Security decision makers use
search consistently
• Enterprise Application decision makers tend to use direct channels
more than Security and Storage decision makers
– In the research/engagement phase and consideration phase, they
are significantly more likely to turn to manufacturers' web sites and sales reps
– In the final purchase phase, they are significantly more likely to
turn to manufacturers' sales reps
• Storage and Security decision makers are more likely to turn to online
retailers in the final purchase phase
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Key Findings – Keyword choices in the Purchase Process
Keyword Usage
Broad Category Terms Brand / Product Names or Terms
Pricing Terms
Reviews / Articles
RESEARCH / ENGAGEMENT
CONSIDERATION COMPARISON
PURCHASE
Relative Frequency Of Use
High
Medium
Low
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Keyword Usage
• Security software: Category terms used more frequently
throughout.
• Enterprise Applications: Brand/product names and terms used
more frequently throughout
• Enterprise Applications: Brand/product names and terms peak
in the consideration/comparison phase
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Key Findings – Messaging that Works
Components of a Sponsored Listing
IBM Enterprise Management Easy integration, Download a white paper www.ibm.com
Title Branded or unbranded Benefit Examples: •Solves business problems •Improve ROI •Easy integration Or no benefit included
Call to Action Examples: •Compare prices •Download a white paper •Learn more Or no call to action included URL Branded or unbranded
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Importance of Attributes in Sponsored Listings
In the consideration/comparison stage
Title
17% 16% 16% 34% 36% 34% 35% 35% 38% 14% 12% 13%
Benefit Call to Action URL 0% 10%
Enterprise Security Storage
20%
30%
40%
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Benefit Statements for Enterprise Applications
Benefit
Enterprise Applications
2.5
34% 36% 34%
1.5
Easy integration Solves business problems, Multi-platform support, For medium and small businesses Low cost Improve ROI
0.5
Security
-0.5
Storage
-1.5
-2.5
No benefit listed
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Benefit Statements for Security
Importance of Benefit
Enterprise Applications
2.5
34% 36% 34%
1.5
0.5
Complete enterprise solution For large or small businesses Full protection Cost effective Ensure reliable disaster recovery Easy setup
Security
-0.5
Storage
-1.5
* The conjoint utilities indicate the value of the various levels of this attribute. Attributes above the zero line are more preferred than average and attributes below the line are preferred less than average.
24 Google Confidential
-2.5
No benefit listed
Benefit Statements for Storage
Importance of Benefit
Enterprise Applications
2.5
34% 36% 34%
1.5
Superior performance
0.5
Security
Low cost, Simple configuration Consolidate storage Lower TCO Integrated
-0.5
Storage
-1.5
* The conjoint utilities indicate the value of the various levels of this attribute. Attributes above the zero line are more preferred than average and attributes below the line are preferred less than average.
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-2.5
No benefit listed
Google Confidential
Calls to Action for Enterprise Applications
Call to Action
Enterprise Applications
2.5
35% 35% 38%
1.5
Compare prices Download a demo Download white paper Learn more
Security Storage
0.5
-0.5
View a webinar
-1.5
-2.5
No Call to Action listed
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Calls to Action for Security
Call to Action
Enterprise Applications
2.5
35% 35% 38%
1.5
Compare prices Download free trial Learn more Download white paper
Security Storage
0.5
-0.5
Free online scan
-1.5
-2.5
No Call to Action listed
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Calls to Action for Storage
Call to Action
Enterprise Applications
2.5
Compare prices
35% 35% 38%
1.5
Security Storage
Get details here
0.5
Download white paper
-0.5
View a webinar Download a demo
-1.5
-2.5
No Call to Action listed
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Source: Millward Brown Study Conducted for Google, May 2005
Google Confidential
Summary
Purchase Process • Search is used heavily in the research/engagement and consideration/comparison phases, where marketing can most influence purchase behavior Keywords • Keyword themes should map to the different phases of the purchase process. Landing page content should also align with these phases Messaging • In the consideration/comparison phase, salient calls to action and benefit statements are the most important elements for increasing click propensity
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Google Confidential
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