Search Engine Marketing for B2B Marketers - Article Example

; 95.5% of the participants used a search engine at some point in the B2B process; 63.9% of the participants choose search engine information over consumer review sites. There were other interesting conclusions that were arrived at after the study. The most popular search engine is Google. Google’s market share of traffic in the United States is 72.11% (Google system). The use of the internet improves the supply chain logistics of a company because it reduces the number of intermediaries. The use of a website can serve as a communication channel that improves communication between businesses.

Search engine research takes place one to two months prior to the buying decision. The position of the search engine result is very influential in the behavior of the surfer. Approximately 60% of users click on the first three results only. It takes users seconds to decide which site to click after a click scan. Search engines are primarily used in the early and mid-stages of the buying cycle. It is imperative for businesses to design their website well in order to optimize them to attract traffic from customers that are interested in the products or services your company offers. The advantages of search engine marketing include the ability to target your customer.

The reason that search engine tools are considered nonintrusive marketing tool is because it does not interrupt the behavior of the online user. For example, pop-up ads are not non-intrusive because they interrupt the internet session of the user. The use of search engine marketing allows companies to attract customers that are looking for the services and products offered by your company. The use of this technique is also relatively cheap in comparison with the cost of traditional channels such as television. The cost of a 30-second advertisement in the Super Bowl in 2011 is approximately $3 million (Baumer). The voluntary search engine is the result of user-originated behavior. An increase in customer traffic increases the number of sales generated online. The size of the US online retailing marketplace is $153 billion (Plunkett Research, 2011).

The three words I choose for the glossary definitions are supply chain, online retailing, and communication channel. The reason I choose supply chain as an important marketing term based on the article is that B2B transactions simplify the supply chain of corporations. The supply chain can add a lot of value to an enterprise. During the late half of the 20th century and the early part of the 21st century, Dell Corporation was able to get an edge over the competition due to its superiority in terms of the supply chain. The second term I selected for the glossary was online retailing. The article emphasized the benefits that B2B transactions can have in terms of increasing the online sales of an enterprise using search engine tools. The last term I choose was communication channels. In marketing, it is extremely important to be able to communicate a message adequately to your target market. Read More