Offline marketing leads to online search
Posted by Admin @ August 23rd, 2007 in e-Commerce
Spreading the marketing messages over various media remains important, according to recent
research by iProspect: it turns out that about two-thirds of online searches have been induced by an offline marketing message. What is more important, 39% of online searchers who are influenced by offline channels have ultimately made a purchase.
As Marco Corsaro
pointed out a few months ago, Google is looking into many other (offline) forms of marketing. And not just because of their revolutionary advertisement bidding system, also because they realize that a marketing campaign must be aligned over all the different media. Advertisers should make sure that online campaigns are on the same level as their offline campaigns. House style, advertisement style, and special offers should all be equal. We cannot see offline and online advertisement campaigns as separate entities anymore.
To give an example: When you run a TV or radio campaign for a certain product, make sure you own the number one paid search spot for that product. Otherwise competitors might run off with many of the online searchers driven to a search engine by your advertisement, and you might see good money thrown away.
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