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In June of 2004, Enquiro and MarketingSherpa agreed
to create a survey to provide insight in how search
might be used on business to business transactions.
These are obviously distinct in a number of ways
from typical consumer interactions. First, they
generally happen at work. Secondly, they tend to
have multiple people involved in the decision. Often
one person is assigned with the task of gathering
information and then reports back to a group that
makes the final decision. Finally, there is a more
rigorous budgeting process that accompanies a
business to business purchase decision. For all
these reasons, we suspected that search would play
an important role.
We were right.
As with almost all consumer decisions, search
does play a critical role. The overwhelming majority
of respondents (93.4%) indicated that they would use
the Internet to research a business to business
purchase decision. Most of these (63.9%) indicated
that a search engine would be the first place they
would turn. With the sheer numbers of business
consumers turning to search, it’s vital that
marketers have a better understanding of how search
is used. |
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