Consumenten gebruiken Search voor Financials

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Compete en Yahoo Search Marketing hebben een onderzoek gedaan naar het gebruik van Search bij het aanschaffen van financiele producten. Conclusie: belangrijk. Nieuw? Nee. Waarom deze posting? Kracht van reclame is herhaling?

Key findings from the study include: * Consumers who search online for financial services are attractive targets. They are affluent, in the peak consumption stage of their financial services lifetime and more than half have ‘good’ to ‘excellent’ credit quality.

* Search drives offline account acquisition. Consumers may research their checking, savings and loan options online, but about half of those who open accounts end up doing so at ‘in-person’ channels such as local branch offices or call centers.

* Consumers searching online for deposit and loan products use a balanced set of terms in their search process. These searchers used a combination of general, specific and brand terms when researching new products.

Paul Aelen

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