In search of integrated campaigns
August 13, 2008 | Internet Marketing
More than one-half of US search engine marketers surveyed integrated their search engine marketing with at least one offline channel in Q2 2008, according to a new study by JupiterResearch.
Among search marketers who ran integrated campaigns, more than one-third paired SEM with direct mail. Nearly three out of 10 combined SEM with magazine or newspaper advertising. It was less common for marketers to use search in conjunction with television (12%) or radio ads.
Still, 45% of search engine marketers did not join their search marketing with offline channels at all, which iProspect viewed as a missed opportunity. “By failing to integrate their efforts with offline, search marketers are essentially ignoring the very channels that drive users to search,” said Robert Murray, the company’s president, in a statement.
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