Search Engine Marketing - PPC Management Services

Search Engine Marketing Firm iProspect Study Finds Offline Channels Drive Majority of Users to Search

Boston, MA (PRWEB) August 20, 2007 -- Search engine marketing firm iProspect today released the iProspect Offline Channel Influence on Online Search Behavior Study. (http://www.iprospect.com/about/researchstudy_2007_offlinechannelinfluence.htm) Sponsored by iProspect and conducted by JupiterResearch, the study reveals that 67% of the online search population is driven to search by offline channels. It also revealed that 39% 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 U.S. 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% 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 website."

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 website had been the object of their search. The data revealed that more than one-third do so. This translates into a 39% 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 (http://www.iprospect.com/) is the 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 U.S. offices in Watertown, Massachusetts and San Francisco, California, as well as offices across the globe (http://global.iprospect.com/), iProspect can be contacted at 1-800-522-1152, or by visiting www.iprospect.com.

Proper attribution requires that the study is clearly identified as the iProspect Offline Channel Influence on Online Search Behavior Study. (http://www.iprospect.com/about/researchstudy_2007_offlinechannelinfluence.htm)

Questions regarding this release should be directed to iProspect Media Relations Manager, Colleen Reed, at 1-800-522-1152 x1203 or creed(at)iprospect.com

###

MORE ARTICLES:

Search Engine Marketing Firm iProspect Wins at Search Engine Strategies Awards
iProspect Client Microsoft Small Business Center Wins Award for Best Business to Business Search Engine Marketing Campaign

PPC Summit Workshops: Learn Search Engine Marketing in Two-Day Seminars from Search Industry Experts
PPC Summit unites some of the foremost minds in the pay per click advertising world to change the way the subject is taught. Targeted at a range of skill levels and suitable for a wide variety of professionals, participants acquire new skills and leave with a solid understanding of search engine marketing. The team is bringing their seminars to cities all over North America, as well as London in the UK, in 2007.

Search Engine Optimization Company Announces Expansion in Business and New Marketing Strategy
Within the past two years Keyword Performance LLC, a creative search engine marketing firm, has tripled in size, offering new services and gaining large company recognition.

Search Engine Optimization Firm, Epiar Inc., Unveils New Paid Search Advertising Service
After months of testing, Epiar has taken pay-per-click (PPC) advertising to the next level with the launch of its new service to the general public. Epiar is introducing the service at the New York Search Marketing Expo Conference Oct. 6-8.

Internet Marketing Expert Shows How Search Engine Optimization and RSS Can Boost Public Relations Visibility
TopRank CEO Lee Odden to Speak at Bulldog Reporter's Advanced Public Relations Technology in Practice Event

New Law Firm Marketing Subsidiary Combines Web Design and Search Engine Optimization for Lawyers
For over a year, Adviatech has been providing web design and search engine optimization for lawyers. Now they have launched a subsidiary to specialize on the niche service.

BrainPulse Technologies: Launches Advanced Internet Marketing / Search Engine Optimization (SEO) Services
BrainPulse has stepped forward to revolutionize Internet marketing and SEO Services to help global businesses achieve their internet marketing goals effectively and in a planned strategical manner to enhance the marketing campaing effectiveness and maximize the return on investments.

Twelve Horses Expands Search Engine Optimization, Search Engine Marketing Services
Through hiring SEO expert Eric Morgan Twelve Horses has expanded its service offering to include SEO. Twelve Horses is a Reno based company that currently provides web design, web development, and email marketing services to clients on a national basis.

Bill Casey Opens Full-Service Web Site Design, Development and Search Engine Optimization (SEO) Firm
New Atlanta web site design and SEO firm gives small and medium sized businesses a simple and effective path to creative, profitable web sites. Bill Casey Consulting provides all the web services a business needs, gauges its success on the profitability of its clients' sites, and streamlines the development process to lessen client burdens.

SEO Link Building and Copywriting Service Relaunched by Search Engine Optimization Firm Brick Marketing
Brick Marketing has realized the importance of incorporating and combining link building into all aspects of online marketing for each of their clients. They have since re-launched their link building service for those interested in introducing online marketing in their business model.

Internet Marketing Agency Reveals Search Engine Optimization Secrets
If your web site doesn't have a Top 10 search engine ranking, you're missing out on approximately 85% of the Internet users who are looking for the exact products or services you offer.

Atlanta Search Engine Marketing Firm Prominent Placement is Finalist for Three American Marketing Association Awards
Prominent Placement, Inc., a leading Atlanta search engine marketing firm, received three Atlanta Marketer of the Year (AMY) Finalist Awards from the American Marketing Association (AMA). All three of the firm's entries were selected as finalists out of 130 total submissions.

Search Engine Marketing Agency, Target Marketing Solutions, Announces Four New SEM/SEO/PPC Clients
More and more companies are utilizing search engine marketing as a key advertising strategy for reaching potential customers. Through the use of website analytics, search engine marketing provides trackable and actionable data to maximize advertising effectiveness.

Search Engine Optimization Firm, Brick Marketing Revises Search Engine Optimization Service
Brick Marketing, an internet marketing company, has recently revised and re-launched their search engine optimization services to adjust with growing trends. Brick Marketing has acknowledged that a revision of this product and the way it was offered to our clients had to be revised in order to stay competitive with other agencies. Potential customers can now be accustomed to similar pricing strategies has other players in the industry. The online marketing industry is a very fast moving industry with changes occurring sometimes over night. In order for firms and consultants to stay in a competitive range a watchful eye must be kept on all offerings in order to be able to provide only the best solution for clients.

Search Engine Marketing Agency Launch Mobile Search Marketing Service
With close to 3 billion mobile device users worldwide, Search Engine Marketing Agency Neutralize has responded to client demand with the launch of Mobilize.