This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration. Need a new registration confirmation email? Click here
Jan. 30, 2013 /PRNewswire/ -- When contractors need brand and purchase decision-making information, their go-to source is Google, according to the
Connecting with Contractors survey from
EMA Contractors, a specialty group at
Eric Mower + Associates. In the second annual survey, 84% of contractors said they consider search engines to be their top resource, with 39% searching Google before choosing which tools and materials to buy.
"Search engine marketing has been an important part of any contractor marketing program for some time, but our research indicates that it is becoming absolutely critical," said
John O'Hara, EMA partner and leader of EMA Contractors. "With the emergence of social media, some brands have lost focus and aren't paying enough attention to paid search and website/on-page optimization."
More than 80% of all contractors surveyed said they turn to the web during the purchase decision-making process. General contractors are using search engines the most (96%), while more than three-quarters (80%) of plumbers, electricians and HVAC specialists use search. Here's what they search for:
Specific tools and/or building materials: 51%
Brand information: 49%
Product comparisons: 45%
Price comparisons: 27%
"While only 13% of contractors say they actually buy online, most are using the web to figure out
what to buy. If marketers want to show up in the results at the precise moment contractors are looking, they need an aggressive search strategy," said O'Hara.
EMA conducted the
Connecting with Contractors study among 200 U.S. general contractors, electricians, plumbers and HVAC specialists.
EMA Contractors, part of
EMA Group B2B, includes experts from EMA Insight, Strategy + Planning; Creative Ideation; Design + Branding; Public Relations; and Social Media divisions. The group works with leading brands including
Charlotte Pipe and Foundry, Gastite, TimberTech, Legrand/Pass & Seymour and Southwire.
To learn more about EMA's
Connecting with Contractors study, please contact John O'Hara at
About Eric Mower + AssociatesEMA is an integrated marketing communications agency with specialized expertise in business-to-business marketing, public relations and public affairs, consumer advertising, shopper marketing and digital/direct/relationship marketing. With offices in
Charlotte, N.C.; and
Atlanta, EMA serves clients throughout
the United States. Visit
www.mower.com for more information.
Eric Mower + Associates