Search engines can't help UK Sales and marketing executives

Fri 13 March 2009 13:44, Bas van den Beld

Search engines can't help UK Sales and marketing executives

Sales and marketing executives in the UK using automated sales intelligence are more effective than those who are using search engines as a researching tool. This is the outcome of a research roject commissioned by Artesian Solutions.

The study shows that using a search engine for research can take up to 11 hours a week longer than using automated services. Besides that the use of search engines doesn't always guarantee the executive finds the information its looking for. This is costing UK businesses over £4bn per year.

The survey, which was done using in-depth telephone interviews  was conducted between December last year and January this year. 151 UK companies took part in the research.

Though most companies are using search engines for their marketing and sales research, most companies are still strugling with finding the right answers. Respondents said they were having difficulties finding the right keyword matches and were frustrated because of imprecise results.

The research must not be seen as an indication that search engines aren't the right tools for doing research. It's more an indication that search engines aren't used correctly. The semantic web and services like Twitter or sharing-sites should help the 'lost' users of search engines. And maybe someone should learn companies how to use a search engine effectively...

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