Offline Ads Create Online Searches

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Offline Ads Influential to Searchers

Many search marketers understand that there is a connection between online and offline marketing, most probably do not understand its full extent. According to a new study by Jupiter Research and iProspect, two-thirds of searchers are driven to search on a given keyword as a result of offline marketing.

Here is a short summation of the study.

Two-Thirds of Online Search User Population Driven to Search by Offline Channels

While one might assume an offline ad would create curiosity enough to motivate an internet search for additional information. It would be difficult to predict that 67% of online users would be driven to preform a search as a result of these ads. Don’t you think it would be best if the advertising company would put their URL in the ad?

2/3 of off line search users are driven to perform searches as a result of offline channel

These search results are even more evident when the behavior of the daily searchers is examined.

offline daily chart

Marketers have learned to work the companies toll free phone number into their ads and now it’s time to do the same with their URL.

39% of Searchers Influenced by Offline Channels Make a Purchase

Two thirds of all online users who are influenced to search after some offline channel exposure purchase 39% of the time. The combination of offline and online works in synergy to produce greater results than either alone.

39% buy after being driven to search

Magazine and newspaper ads as well as word of mouth are the most effective at generating a purchase. Print ads are still effective they are not on their way out as some people are saying.

The above is just a small part of the study if you would like to download and read the entire white paper it is available on the iProspect site.

Marketing is marketing and their will always be new tools. These tools will just be added to the marketers tool kit. The tried and true tools never go away.

gary