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.
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