Integrating Online & Offline Marketing

By Tom Daly

Account Executive, Interactive Return

Advertisers often spend huge sums of money on marketing offline yet fail to capture the interest generated online as a result. New research suggests that there are great benefits to companies who co-ordinate their search marketing campaigns with their offline marketing campaigns.

According to a study last year by US agency iProspect, offline channels influence a significant percentage of online search users to subsequently perform queries on search engines based on the company name, product/service name, or slogan that appears in the messaging of that offline channel.

The study also showed that 67% of online searches are influenced by some form of offline marketing, with television and print responsible for 39% and 30%, respectively.

Even more interesting was the fact, that 39% of online searchers make a purchase after being driven to search as a result of offline channels. Magazines and newspapers appear to be the most effective at pushing people to search and ultimately purchase.

Smart marketers can enhance the effectiveness of their offline campaigns by including important information such as URLs in their offline campaigns and investing in search marketing.  If 67% of searchers are looking for more information on your product as a result of your offline campaigns – why not make it as easy as possible for them?