Vertical Search B2B Report

The Vertical Search (B2B) Report 2009, published by Econsultancy and sponsored by Convera, is based on an online survey of more than 500 media and internet professionals carried out in October and November 2008.

The report examines how digital marketing and e-media professionals are finding work-related information online, looking at the use of both popular search engines and industry-specific websites. The findings are compared to the 2008 version of this report.

The research looks at the advantages and disadvantages of vertical search over general search engines, as well as covering the use of RSS feeds, customised home pages, mobile search and online professional networks. There is also a section on software as a service, the use of which is becoming more widespread both for site search and a range of other applications.

The research also looks at issues relating specifically to publishers and to advertisers, as these groups are both well represented within the overall group of media and internet professionals. 

Highlights from the findings include:

-) As was the case in 2008, the need to find information quickly is the main advantage of vertical search engines from the perspective of business users. Around two-thirds of respondents see the following factors as a “major benefit” of vertical search: Quicker to find desired information (67%); Top results more relevant (65%); Focus on specific business interests and workflow (64%)

-) Respondents are more likely than last year to be using widgets (either desktop or in-browser) that provide customised internet marketing and business information (now 47% of internet marketing professionals compared to 35% a year ago).

-) Software-as-a-Service (SaaS) is being widely used by companies both for on-site search and for a range of other functions. More than half of survey respondents report that their businesses are using SaaS for email (77%), web hosting (74%), sales and marketing (62%), CMS (59%), file and assets storage (57%), search (57%) and ad serving (51%).

-) Advertisers will be focusing on performance-based advertising in 2009. More than three quarters (78%) of advertiser respondents are planning to increase their spending on CPA (cost per action/acquisition) advertising this year.

The report findings are divided into the following sections:

-) Work-related internet searches
-) Site search, RSS feeds and widgets
-) Software as a Service
-) Mobile (cell phone) search
-) Professional online networks
-) The publisher perspective
-) The advertiser perspective 

Download a free copy of the sample to learn more.

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