Jon's In Waikiki (AKA The Waikiki Marketer)

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FACT: Offline Advertising/Marketing Affects Search Behavior

August 27th, 2007 · No Comments

It looks like the other side of the coin is valid as well. A couple of posts back I wrote about studies that showed how search directly influenced offline sales.

Now, another study has come out, done by Jupiter Research.

This time, the numbers told us something interesting about offline influencing online.

According to the study, 2/3 of searchers have done searches on certain keywords as a result of exposure to offline marketing/advertising.

That makes a solid case for traditional advertising/marketing being far from dead.  Some have trumpeted the end of these outlets in the past few years, but this study has shown those funeral notices to be premature.

Even better news for offline efforts – 39% of those who were ‘influenced’ to do an online search made a purchase on-site.

That’s the kind of traffic businesses want to get.

It backs up my belief that offline/online advertising and marketing can serve each other, building both sides of the business to new heights.

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