What factors truly influence online searches? That question was
answered in a new study sponsored by search engine marketing
firm, iProspect. Conducted by JupiterResearch in June of this year,
the study revealed that 67% of the online search population is driven
to search by offline channels, such as television, newspaper or radio.
More specifically, 37% said a television ad encouraged them to
conduct a search, 36% said word-of-mouth initiated a search, 30%
said a print ad, 20% said a physical store’s location, and 17% said a
radio ad. The study also found that 39% of online searchers who are
influenced by offline channels ultimately make a purchase.
The survey was completed by a total of 2,322 randomly selected
individuals from the Ipsos Insight U.S. online consumer panel, and
was comprised of 25 questions about their behaviors, attitudes, and
preferences as they relate to games, digital imaging, portable
devices, and service bundles.
Amongst its key findings, the survey shows that offline channels
clearly 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. Specifically,the study revealed
that two-thirds of the online search population is driven to search by
offline channels.
The implications of such findings are clear: online search marketers
have a huge opportunity to leverage offline channels to drive their
audience to search for them or their products. Doing so could greatly
enhance the effectiveness of their efforts.
Beyond examining the power of offline channels to drive search, the
study also took a look at purchase behavior. 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 that a
synergistic relationship exists between search and offline channels.
“Sure, offline channels can drive traffic, but at the end of the day, it’s
pretty much meaningless if a purchase isn’t made,” said iProspect
President Robert Murray. “Marketers want to know the pay-off. And
the data from this study suggests that search and offline produce
extremely impressive results. Savvy marketers will capitalize on that
synergy.”
