While many search marketers understand that there is a connection between online and offline marketing, some may not understand its full extent. According to a new study by Jupiter Research and search marketing agency iProspect, a surprising two-thirds of searchers are led to search on a given keyword as a result of offline marketing.

Specifically, 37 percent of respondents said that in the last six months, a television ad prompted them to conduct a search on a particular company, service or slogan, while 20 percent said a magazine or newspaper ad led them online. Twenty percent said a company's store drove them online, and 17 percent were influenced to search by a radio ad. A smaller number were influenced by outdoor ads.

Only 33 percent of respondents said they had not been influenced to search by any offline media in the past six months. For daily searchers, the influence of offline media was even more apparent, with only 28 percent of searchers saying they had not been prompted to search by any offline media in the past six months.

"Today, it's incumbent upon marketers to integrate search with their offline efforts," said Robert Murray, iProspect's president. "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."

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