Search marketing firm iProspect has released the results of its most recent research study, attempting to quantify the value of digital media and the effect of branding on customers’ purchase paths. The key finding was that online digital media assets have considerable branding influence, and that specific combinations can significantly impact a brand’s success.
The research, conducted by comScore on behalf of iProspect, found that internet users exposed to mere impressions of organic search results, paid search results, and online display advertising—alone and in combinations—experienced both measurable improvements in their perceptions of those brands, as well as their anticipated interactions with them. Good news for any marketers seeking to justify budgets for online marketing campaigns.
The type of marketing campaigns that generate brand lift differ by vertical industry and from brand to brand. But there were several key findings that were common across industries and brands:
- Paid search impressions are particularly useful for driving likelihood to purchase, producing a 44% lift overall
- Exposure to both paid and organic marketing messaging drives likelihood to purchase (73%) overall, and an impressive lift (95%) in likelihood to visit a website in the future.
- Paid search is the digital media type that has the greatest impact on brand favorability, both in isolation (28%) and in combination with organic search (40%)
The study also provides useful insights into the effectiveness of digital marketing campaigns across a number of specific industries. The findings are summarized in Real Branding Implications of Digital Media – an SEM, SEO, & Online Display Advertising Study, and the full PDF version of the findings is available as a free download here.