Web searches outperform TV advertising when buying insurance
While companies promoting insurance pour thousands of pounds in to TV advertising, only 8% of people actually then go on to visit the website to buy cover. Even recommendations from friends / family / colleagues encourage more people to buy than TV advertising does.
This highlights that getting search engine rankings has a better return on investment - and is a more cost-effective way of advertising
Despite the hype behind social media, our study shows that it doesn’t translate in to sales as much as is believed
A study* by internet marketing specialists Speedie Consultants reveals that 46% of the general public find the insurance they need by using a search engine. “This” says Jason Hulott from the company “highlights that getting search engine rankings has a better return on investment - and is a more cost-effective way of advertising.”
In answer to the question “How did you find the product that you bought?”, the respondents said:
- Search engine 46%
- Using a price comparison site 18%
- Visit a site direct 15%
- Recommendation 9%
- TV advertising 8%
- Via an email 4%
- Social Media 1%
Mr. Hulott adds: “Despite the hype behind social media, our study shows that it doesn’t translate in to sales as much as is believed. However, as it is a free advertising tool, we still think it is a valuable way of getting out brand awareness and building an affinity between a potential customer and a company”.
*Independent study commissioned by Speedie Consultants using Usurv.com, 01.02.13
Jason Hulott, Speedie Consulting, on: 01843 831088 or email:
About Speedie Consultants:
Speedie Consultants was established in 2003 by Jason and Stella Hulott, and sees them offering over 45 years’ combined experience in the internet marketing and copywriting industries. Speedie Consultants Limited offers many solutions for businesses’ internet marketing needs including the provision of web content; article marketing; PR, blog set up and marketing; press release syndication; affiliate programme set up and management; and consultancy.