A new study has revealed that 45% of search engine marketers do not integrate their search marketing efforts with offline channels.
The iProspect study, conducted by JupiterResearch, found that just over half of search engine marketers (55%) intentionally integrate their efforts with at least one offline marketing channel.
Specifically, that integration most often takes place with direct mail (34%) and magazine/newspaper advertising (29%), while both television (12%) and radio advertising (12%) trail behind.
When compared to the iProspect Offline Influence on Online Search Behaviour Study, these results take on new meaning. Published in August of 2007, the study revealed that two-thirds (67%) of search engine users are driven to search by an offline channel, and that 39% of those offline-influenced search users ultimately make a purchase from the company that prompted their initial search.
Moreover, it also shows television advertising to be the leading offline channel that drives users to search (37%).
Robert Murray, president, iProspect, said: “Unfortunately, by failing to integrate their efforts with offline, search marketers are essentially ignoring the very channels that drive users to search. Obviously, there is a big disconnect between search marketing strategy and search engine user behaviour.”
The study shows the lack of 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 (11%), and separate people managing search marketing and offline channels (11%).
A report published by Clash-Media in June found that over 50% of an average marketer’s budget is now spent online (see Over 50% Of Marketers’ Budgets Spent Online).
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