The recent study on offline channel influence on online behavior study by search engine marketing firm iProspect yields some interesting findings about how offline channels influence online searches. The study which sponsored by iProspect and conducted by JupiterResearch revealed that 67% of online searches were driven by offline channels and 39% of these searches results into purchase conversion.
The study, carried out in June, surveyed 2,332 randomly selected respondents from the Ipsos U.S. online consumer panel who were asked to answer 25 questions relevant to user search behaviors, attitudes and preferences relating to games, digital imaging, portable devices and service bundles.
General findings of the study showed television ads drives most of the online searches with 37% percent of the 69% online search, 36% were driven through word of mouth, and 30% were drive by magazine ads. The rest of the driving factors were company’s store/physical location, radio ad, billboards, ad company name on various public vehicles.
However, television ads having driven most of the online search falls do not really result into actual product purchase. Most users who conduct online search due to offline channels were prompted to purchase online products because of offline channels such as Magazine/newspaper ad or word of mouth from friend/acquaintances, getting 30% each of the respondents’ replies. This put a question on the effectivity of television ads as compared to printed ads.
Another interesting finding of the study relates to the type of keywords used on those online searches driven by offline channels. The survey revealed that company name is the most commonly used search term, accounting for 44%. This is followed by product/service keywords search accounting for 24%. The rest of the keywords used relates to all or part of company product slogan or advertising and other keywords.
These are just three of the major findings of the iProspect study on offline channel influence on online behavior which have a bearing on the total perspective about search engine marketing. Considering the validity of this study, SEM experts better explore these offline channels and start refocusing their marketing strategies to capture offline audience and bring them into the online world. This would certainly add up to the advertising revenues, click conversions, and more money for search engine marketing experts.
Here’s the link to the PDF file of the Offline channel influence on online behavior study of iProspects.