Internet Research Pro

iProspect: Search Marketers Missing the Boat

ADOTAS – Search engine marketers may be missing out on significant revenue opportunities, according to a new study out of iProspect that was conducted by JupiterResearch.
The study found that 45% of search engine marketers fail to integrate their search marketing efforts with offline channels. This wouldn’t necessarily be a problem if search engine user behavior cooperated with the marketers’ strategy, but according to previous studies, it doesn’t.
An August 2007 iProspect study showed that 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.
The top offline channel — television advertising — drives 37% of users to search.
So, with this info in hand, how are search engine marketers attempting to integrate online/offline strategies?
The study finds that 55% of search engine marketers 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.
In the current economic environment, ignoring revenue-boosting potential is dangerous, iProspect said.
“There’s a big disconnect here,” Robert Murray, president of iProspect, told ADOTAS. “Direct mail may be the easiest way to integrate online and offline channels, but it’s not the most effective. It’s really a communication issue and CMO’s need to take the lead. They need to create an environment where they’re breaking down silos between departments and budgets. If you’re doing search, just walking down the hall and sharing your data with the print, radio and TV people will create a snowball effect and get better results, and in turn, result in a healthier bottom line.”

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