A new study reveals that 67% of the online search population is driven to search by offline channels. The research, sponsored by iProspect and conducted by JupiterResearch, also revealed that 39% of online searchers who are influenced by offline channels ultimately make a purchase.
Search engine marketing firm iProspect commissioned the study to gain a better understanding of online search users and how exposure to offline channels influences their search and purchase behaviour.
Fielded in June 2007 by JupiterResearch, the survey was completed by a total of 2,322 randomly selected individuals from the Ipsos Insight US online consumer panel, and was comprised of 25 questions about their behaviours, attitudes, and preferences as they relate to games, digital imaging, portable devices, and service bundles.
“At the outset of the study,” said iProspect president Robert Murray, “we figured we’d see an even split between those influenced to search by offline channels, and those not influenced by offline. Needless to say, we were more than surprised to learn that a full 67% of online search users are driven to search by some offline channel.”
Beyond examining the power of offline channels to drive search, the study also looked at purchase behaviour. Specifically, offline-influenced online searchers were asked whether they ultimately had made a purchase from the company whose website had been the object of their search.
The data revealed that more than one-third do so. This translates into a 39% conversion rate, and suggests a synergistic relationship exists between search and offline channels.
“Search is no longer an add-on consideration for marketers,” said Murray. “It is front and centre. And while it is a powerful channel on its own, it’s clear that its efficacy is multiplied when combined with offline channels.”
Murray explained, “Today, it’s incumbent upon marketers to integrate search with their offline efforts. Quite simply, their offline messaging needs to be memorable and facilitate search, and their search efforts need to echo that messaging and integrate those keywords. The bottom line is that integration is no longer optional.”
a report from E-consultancy forecast that spending on search engine marketing in the UK will grow 58% this year to £2.2 billion, with almost £2 billion of that coming from paid search (see UK Search Engine Marketing To Grow).
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