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iProspect's August 2007 Offline Channel Influence on Online Search Behavior Study found that 67 percent of search engine users had been motivated to perform a search as a direct result of exposure to some form of offline marketing. Of that 67 percent, a full 39 percent purchased a product or service from the company that prompted their original search.
Based upon the findings of this and their prior research, iProspect felt the topic of integration warranted further exploration. iProspect's August 2008 follow-up, the Search Engine Marketing Integration Study finds:
► More than one-half of US search engine marketers surveyed integrate their search engine marketing with at least one offline channel. Still, 45 percent of search engine marketers do not combine their search marketing with offline channels at all, despite the findings that offline channels drive users to perform online searches -- and these consumers often make a purchase.
► Among search marketers who run integrated campaigns, more than one-third pair search engine marketing with direct mail and nearly thirty percent combine search engine marketing with magazine or newspaper advertising. It is less common for marketers to use search in conjunction with television or radio ads.
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