Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
Beyond Marketing
BizReport : Search Marketing : August 21, 2007
Search marketers may benefit from including offline channels
A new study from iProspect sheds light on how important offline channels are to online marketers. According to the study, roughly 67% of searches were driven by offline channels - television, newspaper or radio.
The study also found that 39% of online searchers are influenced to buy products by offline channels.
The offline channels are intriguing users enough that after seeing or hearing an ad, consumers will search for the company name, slogan or the product or service name. This is great news except for one fact - offline ads aren't set up to make it easy for an online search to direct a user to the right place. So marketers need to consider carefully the language and information offered in offline ads.
In addition to mentioning the specific product name or even a website link, marketers must ensure that their SEO initiatives include the same product names or phrases so that users searching from an offline ad can find the information easily.
“Two-thirds of search users jump through hoops to perform those searches now. Imagine what that number would be if marketers actually made it easy for them," said Robert Murray, president of iProspect.
According to the latest research from Nielsen//Netratings, Google accounted for more than 50% (4 billion) of July searches. Their closest competitors were Yahoo with 20% (1.5 billion) and MSN/Windows Live Search 13%(1 billion) of searches.
Tags: paid search, search marketing
Subscribe to BizReport
Latest Headlines
- Jivox sees strong growth in video for small businesses
- How to target the affluent through social media
- UpSellIt's Chatty Ads Could Increase ROI
- Report: Worldwide UGV revenue to surpass $1.1 billion
- Online newspaper readers consume politics, jobs information
- Survey: Rich Media Ads to reach $2.7 billion Euros
- YouTube introduces buzz targeting
- Online advertising CPMs falling
Featured White Papers:

Extraordinary Customer Service
Is Your Customer a Satisfied Customer? Learn the Best Practices For Improving the Customer Experience. >>

Search Engine Optimization and Pay-Per-Click: A Holistic Approach
Learn how pay-per-click (PPC) and natural search engine optimization (SEO) can work hand in hand to help your business better connect with new customers. >>

12 SEO Campaign Killers
Learn what not to do when launching a Search Engine Optimization (SEO) campaign to attract more visitors, leads and sales. >>

Social Media Marketing: 12 Essential Tips for Success
Learn how to effectively engage customer communities with a new, social marketing mix. >>
Featured Magazines:

Successful Promotions
Shows you how effective imprinted promotional items can be for any kind of campaign. >>

Featured Research
- Search Marketing Benchmark Guide 2008
All new practical, fact-based search marketing data on what works and what doesn’t - essential for search marketing (PPC & SEO) budget planning.