Offline Channels Drive Majority of Users to Search, Reveals iProspect Study
August 23, 2007 - Search engine marketing firm iProspect® has released the iProspect Offline Channel Influence
on Online Search Behavior Study. Sponsored by iProspect and conducted by JupiterResearch, the study reveals that 67 percent
of the online search population is driven to search by offline channels. It also revealed that 39 percent of online searchers
who are influenced by offline channels ultimately make a purchase.
Partnering with some of the most successful brands in the world, 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
behavior.
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 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.
"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 percent of online search users are driven to search by some offline channel."
Murray elaborated, "It's intuitive - it makes sense that offline channel messaging could pique a user's curiosity enough to
motivate them to search for additional information. But, most offline advertising doesn't exactly make it easy for customers
to find a company's Web site."
The implication of this finding should be clear. Smart 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.
"Think about it, said Murray, "Two-thirds of search users jump through hoops to perform those searches now. Imagine what that
number would be if marketers actually made it easy for them."
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 Web site had
been the object of their search. The data revealed that more than one-third do so. This translates into a 39 percent conversion
rate, and suggests 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
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." The implication of this finding is immediately actionable. Marketers must
take the necessary steps to develop and coordinate integrated messaging for their offline and search initiatives.
"Search is no longer an add-on consideration for marketers," said Murray. "It is front and center. 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."
About iProspect
iProspect is an original® search engine marketing firm. The company helps many of the world's most successful brands
maximize their online marketing ROI through natural search engine optimization, paid inclusion management as a Yahoo! Search Submit
Certified Ambassador, pay per click advertising management via their own patent-pending bid management agent called iSEBA®,
and numerous
other related services.
With US offices in Watertown, MA, and San Francisco, CA, as well as offices across the globe, more information about iProspect can
found by visiting www.iprospect.com.
