Nearly 40% of online searchers make a purchase after being influenced by an offline channel!
Here is an extract from research conducted by iProspect:
“Nearly four in ten Internet users (38%) EVENTUALLY perform a search on the company, product, or service that is the focus of the online display ad to which they are exposed, and then visit the website from the search results; while 14% do the same but then actually purchase a product or service. When these two groups are combined and added to those that perform a search but DO NOT click on any of the results, the aggregate figure reveals that nearly half of Internet users (49%) EVENTUALLY perform a search on a search engine for the company, product, or service that was the focus of the online display ad to which they were exposed. Not only does this finding demonstrate the power of display to drive search, but it also speaks to the fact that marketers will miss a considerable percentage of potential respondents if they don’t support their display efforts with search engine marketing”
Lesson: Online and offline marketing must be part of your overall Marketing Strategy.
+ Ravi Peal-Shankar
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