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Search no longer an add-on consideration for marketers

September 11, 2007 | Internet Marketing

A study by JupiterResearch on behalf of iProspect spotlights the relationship between online and offline media in driving consumer behavior. Among other things, the study found that 39% of online searchers who conducted a search based on an offline influence made a purchase.

According to a the “iProspect Offline Channel Influence on Online Search Behavior Study,” conducted by JupiterResearch, 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. This 39% conversion rate suggests a synergistic relationship exists between search and offline channels, concludes the study.

iProspect president, Robert Murray, said “Search is no longer an add-on consideration for marketers… it’s clear that its efficacy is multiplied when combined with offline channels… The bottom line is that integration is no longer optional… but at the end of the day, it’s pretty much meaningless if a purchase isn’t made.”

Beginning with the hypothesis that the use of search engines to perform searches is growing more important to the majority of online users, the study set out to identify the importance and frequency of searches, then the offline influences driving the prospect to the Internet, concluding with behavior of searchers in converting to a purchase.

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