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The Role of Search in the Business Technology Purchase Process

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					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

2

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

3

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

5

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

27

* Does not sum to 900 because respondents were allowed to select "Don't know/decline to answer".

6

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

7

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

8

Key Findings – Search in the Purchase Process

Business Technology Purchase Process

RESEARCH / ENGAGEMENT

CONSIDERATION/ COMPARISON PURCHASE

10

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%

11

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%

12

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

13

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?
14

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

15

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

16

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

18

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

19

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

21

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%

22

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

23

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.
25

-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

26

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

27

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

28

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

Thank You For Further Information: techbtob.feedback@google.com


				
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