Offline advertising is an important power of online search

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Many search marketers understand that there is a link between online and offline marketing, but some people may not fully understand the content. A new study by Iprospect, a search marketing agent for the Jupiter Research Institute, shows that two-thirds of people using search engines to search for a particular keyword are triggered by offline marketing campaigns.

Specifically the data is, 37% of respondents said that in the last six months a TV ad had prompted them to search for a company, service or slogan; 20% said a magazine or newspaper advertisement had led to their online behavior; 20% said a company store had prompted their online behavior; there were 17% People are searched online by the influence of the radio advertisement. A smaller percentage of people are affected by outdoor advertising.

Only 33% of respondents said they had not been affected by any offline media for the past six months. For those who are accustomed to using search engines on a daily basis, the influence of offline media is even more pronounced. Only 28% of searchers said they had not been inspired by any offline media for the past six months to produce search behavior.

"Today, marketers have an obligation to integrate search with offline action," said Robert Murray, chairman of Iprospect. "It's clear that their offline information needs to be remembered for easy searching." Search results also need to replicate that information and integrate with some keywords. The bottom line: consolidation is no longer dispensable. "

The most common search keyword is the company name, or the name of the product or service that is mentioned in an offline AD. In the case of 44%, the keyword is the company name. To take advantage of this, marketers should clearly identify the names of companies, products, and services in their offline ads, and make sure their sites are optimized for these keywords. And in search ads, those keywords can be fully demonstrated.

If an offline ad highlights tags or banners, search marketers should also ensure that the same display is available within the site structure or paid search results. Murray said: "Offline ads play a short window, not enough to enable listeners to receive information." People often distort advertisements, remembering only the words of advertisements. This makes search more important. "

"In addition to being able to attract traffic, offline media can attract more quality customers," Murray said. "According to the study, those affected by the offline media, landing sites and eventually the purchase behavior of the proportion of up to 39%." The conversion rate of 39% is higher than that of individual application search or offline channel. Offline advertising triggers attention and creates demand. and the ability to fold demand, driving potential consumers to the company's site and ultimately the purchase is the search.

"Offline channels can certainly be converted into traffic, but it would be meaningless if traffic cannot be converted into a purchase," Murray said. Marketers are always eager to know the rate of return. The data from the survey show that the combination of search and offline can get impressive results.

Many marketers know the relationship between online and offline media, but it is difficult for some organizations to reconcile online and offline media. Offline marketers don't want to cede control to their online peers. But Murray found that a clear display of the situation would enable both sides to adopt a more team-minded attitude.

"Search is no longer a passing consideration for marketers," he said. "It's in front and center," Murray said. Although it is a powerful tool in itself, its effectiveness will multiply when combined with offline channels. ”