According to ComScore via the latest issue of Revolution magazine, we Brits make an average of 4.1bn Internet searches every month. If the UK Internet population is around 35.6m, then I calculate that the average UK internet user makes around four internet searches per day, every day.
According to some sources (in this case, a report touting the benefits of railway advertising), the average UK person is on the receiving end of over 2000 commercial messages every day.
I appreciate that a Google/Yahoo/MSN search isn’t the only way we seek out information (we talk to people, we still watch TV, we still read newspapers), but the contrast between how much we pro-actively seek out information via the Internet (commercial or otherwise) versus what gets pumped to us (whether we want it or not) seems huge.
If we accept that the vast majority of purchase decisions – business or consumer – begin or involve search, you do begin to wonder why more people don’t spend more time and money on inbound marketing as opposed to the traditional “push” model.
From a media relations perspective, it also occurred to me that the average journalist is exposed to way more commercial messages than the average person (because of all the additional PR related messaging that comes their way – and much of which doesn’t seem to work).
Isn’t it time we adopted an inbound approach to PR? Inbound media relations anyone?