Print in the Mix Many Search Marketers Miss Out on Off-line Channels’ Ability to Drive Searches…and Sales

In August 2008, iProspect conducted the Search Engine Marketing Integration Study on the topic of off-line media and search marketing integration. This was a follow-up to the organization’s 2007 study, which found that 67 percent of respondents conducted a search due to off-line marketing exposure.

Here are some of the findings:

o More than one-half of U.S. search engine marketers surveyed integrate their search engine marketing with at least one off-line channel. Still, 45 percent of search engine marketers do not combine their search marketing with off-line channels at all, despite the findings that off-line channels drive users to perform online searches–and these consumers often make a purchase.

o Among search marketers that run integrated campaigns, more than one-third pair search engine marketing with direct mail and nearly 30 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.

The new production coordinator at Dallas-based Padgett Printing is Joni Schiell, who formerly served as a customer service representative at Trend Offset Printing.

Jack Mackert has joined Southeastern Printing, Stuart, FL, as its new COO. He previously served as vice president of operations at Multi-Color Corp.

Macomb Printing, Clinton Township, MI, has acquired North American Printing, one of the Think North American companies. Adding a second facility will allow the company to expand its full-color printing capabilities and enter the heatset web market.

At The MATLET Group, Pawtucket, RI, John Gaffney has been promoted to the newly created position of COO/CFO. He will also maintain his duties overseeing the company’s financial, purchasing and information technologies areas.

Ward/Kraft Inc. has promoted Mary Sisseck to senior sales representative. Sisseck has held many leadership roles with the Ward/Kraft Label Division since she joined the company in 1987.

Related Content