Search Still Segregated

A recently released report from iProspect, conducted by JupiterResearch, reveals that 45% of search engine marketers do not integrate their search marketing efforts with offline channels, in turn uncovering a disconnect between search engine marketer strategies and user behavior. Among the findings:

•    55% of search engine marketers intentionally integrate their efforts with at least one offline marketing channel;
•    That integration most often involves direct mail (34%) and magazine/newspaper advertising (29%);
•    The two integration techniques most frequently used by search engine marketers are prominently including the company Web address and company name in offline initiatives, at 84% and 66%, respectively;
•    Only 26% of marketers use the same keywords in offline campaigns that are used in search marketing campaigns; and,
•    24% of companies do not participate in offline marketing at all.

These findings can be compared to the August 2007 iProspect Offline Influence on Online Search Behavior study, which found that:

•    67% of search engine users were driven to search by an offline channel, and 39% of those offline-influenced search users ultimately made a purchase from the company that prompted their initial search; and,
•    Television advertising was the leading offline channel that drove users to search at 37%, compared to this year’s finding that only 12% of search engine marketers integrate TV advertising into their efforts.

This year’s study also revealed that the current lack 8of integration can be attributed to a number of factors, including:

•    Lack of budget (19%);
•    Lack of human resources (15%);
•    Not considered (13%);
•    Lack of senior management buy-in; and,
•    Separate people managing search marketing and offline channels (11%).
Source: iProspect & JupiterResearc

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.