Google U.K. and comScore today announced the results of a study into online consumer behavior in the travel sector, finding that consumers are using search engines in more sophisticated ways to research and purchase travel in the UK.
Key findings include:
- On average, consumers take nearly a month to go from their first search to a purchase
- On average travelers visit the purchase website 2.5 times
- Generic search terms play a significant role in the consumer journey to purchase
The findings may not apply to other markets especially Asia. However, what you should learn from the study is that online marketing plays important roles in different stages of purchasing. And, you need to have your marketing strategies and tactics for each stagte right from the initial stage: awareness and attention.
Measurement is always important. In search marketing for example, you may bid on general keywords, see very low or no conversions, and stop bidding on that any more. First of all, be aware that your efforts delivering the offering message would probably be helpful to your later stages of online marketing. How to measure? You need to understand it can be done, which is very important and then have your analytics team to implement. Basically, it would depend on the abilities of your online tracking and analytics software. Set the rule to first click to see the impact.
You can do your own study as well. Let the data tell the truth; test, test and test.
comScore and Google U.K. Reveal Importance of Search Engines
Source: At All Stages of Path to Purchase in Travel Sector [comScore]
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