67 Percent of Searchers Driven by Offline Channels
And 39 percent of offline-influenced searchers will go on to make a purchase.
Conducted by JupiterResearch in June 2007, an online consumer panel of 2,322 randomly selected individuals were quized over 25 questions about their behaviours, attitudes and preferences as they relate to games, digital imaging, portable devices, and service bundles.
iProspect President, Robert Murray, was amongst the first to express surprise over the results:
We figured we’d see an even split between those influenced to search by offline and those not
In the firm’s press release, Murray goes on to discuss the implications of the findings and elaborates on the current incoherence of online / offline messaging, saying:
Imagine what that number [of targeted searchers] would be if marketers actually made it easy for them [to find their website]
The impressive conversion rate of offline-influenced searchers also fills a gap – where marketers have to-date been unsure over the relationship between search and offline channels. The findings not only confirms that there is a true synergy but that a co-ordinated approach could return significantly on any investment.
Murray concludes for us:
… offline messaging needs to be memorable and facilitate search, and search efforts need to echo that messaging and integrate those keywords. The bottom line is that integration is no longer optional