Searches are leading engine for marketing

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Businesses are putting search engines such as Google and Yahoo! at the forefront of their marketing strategies, according to the findings of a worldwide study.The survey, conducted by global PR network Eurocom Worldwide, found that nearly 80% of senior business professionals across IT and industry acknowledged the potent force of search engines in delivering their marketing and corporate messages.

Eurocom Worldwide network director, Mads Christensen, said that it showed that corporations and businesses around the world were going through a fundamental shift towards embracing the internet as an engine for marketing. He said that this applied across all sectors, from business-to-consumer to business-to-business.

By contrast, the survey revealed that companies were slower to respond to the business potential of Web 2.0. Fewer than half of respondents engaged in blogging, believing it to be time consuming and of limited value. Only 10% of those execs who were active bloggers actually used blogs with the direct purpose of improving their SEO.

Half of them said they blogged to improve interaction with customers. And one in five used them to get involved in industry debate and issues.