Study Finds Nearly Half of Search Marketers Do Not Integrate Efforts With Offline Channels
Forty-five percent of search engine marketers do not integrate their search marketing efforts with offline, a key finding from a study published earlier this week called the "iProspect Search Engine Marketing Integration Study."
Sponsored by search engine marketing firm iProspect and conducted by JupiterResearch, the study also revealed that there is a disconnect between search engine marketer strategy and search engine user behavior.
The survey found that the lack of integration can be attributed to a number of factors, including:
- lack of budget (19 percent);
- lack of human resources (15 percent);
- it was never considered (13 percent);
- lack of senior management buy-in (11 percent); and
- separate people managing search marketing and offline channels (11 percent).
The study found that just over half of search engine marketers (55 percent) intentionally integrate their efforts with at least one offline marketing channel. Specifically, that integration most often takes place with direct mail (34 percent) and magazine/newspaper advertising (29 percent). Television (12 percent) and radio advertising (12 percent) trail behind.
Among other key findings from the study, the two integration techniques most frequently employed by search marketers are prominently including the company Web address (84 percent) and the company name (66 percent) in offline marketing initiatives.
What's more, just 26 percent of marketers use the same keywords in offline campaigns as they use in search marketing campaigns in their integration efforts. In addition, nearly a quarter (24 percent) of companies do not participate in offline marketing at all.