In fact, the study finds that just over half of search engine marketers (55%) 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.
It seems to me that 55% is a healthy number. Search marketing is only just finding a dedicated place in the marketing budgets of companies, so it’s still early days, when it comes to blending SEM with other channels. iProspect suggests a few reasons why more campaigns aren’t integrated:
- lack of budget (19%)
- lack of human resources (15%)
- not considered (13%)
- lack of senior management buy-in (11%)
- separate people managing search marketing and offline channels (11%)
Another reason the number isn’t greater than 55%? It could be that iProspect’s study reveals 24% of companies aren’t doing ANY offline marketing. That makes it kind of hard to integrate, doesn’t it?