Search Engine Marketing Firm iProspect Study: Nearly Half of Search Marketers Do Not Integrate Efforts with Offline Channels
BOSTON, MA, August 4, 2008 -- Search engine marketing firm (http://www.iprospect.com) iProspect today published the iProspect Search Engine Marketing Integration Study (http://www.iprospect.com/about/researchstudy_2008_searchmarketingintegration.htm). Sponsored by iProspect and conducted by JupiterResearch, the study reveals that 45% of search engine marketers do not integrate their search marketing efforts with offline channels. In addition, it also uncovers a big disconnect between search engine marketer strategy and search engine user behavior.
While the concept of integrating search with offline channels is far from new, the findings from this new study seem to indicate otherwise. In fact, the study finds that just over half of search engine marketers (55%) intentionally integrate their efforts with at least one offline marketing channel. Specifically, that integration most often takes place with direct mail (34%) and magazine/newspaper advertising (29%), while both television (12%) and radio advertising (12%) trail behind.
When compared to the iProspect Offline Influence on Online Search Behavior Study (http://www.iprospect.com/about/researchstudy_2007_offlinechannelinfluence.htm), these results take on new meaning. Published in August of 2007, the study revealed that two-thirds (67%) of search engine users are driven to search by an offline channel, and that 39% of those offline-influenced search users ultimately make a purchase from the company that prompted their initial search. Moreover, it also shows television advertising to be the leading offline channel that drives users to search (37%).
"Despite such a clear demonstration of the power of integrating search and offline channels," said Robert Murray, President, iProspect, "surprisingly, the strategy has yet to gain widespread adoption. Unfortunately, by failing to integrate their efforts with offline, search marketers are essentially ignoring the very channels that drive users to search. Obviously, there is a big disconnect between search marketing strategy and search engine user behavior."
But the subpar state of integration revealed in this study can be attributed to a lot more than search marketer failure, as obstacles abound. The study shows the lack of integration can be attributed to a number of factors, including: lack of budget (19%), lack of human resources (15%), not considered (13%), lack of senior management buy-in (11%), and separate people managing search marketing and offline channels (11%).
"There's no question about the combined power of search and offline channels -- that is well established," said John Tawadros, Chief Operating Officer, iProspect. "What's missing from this equation is the right environment. To truly push integration forward - and fully reap its benefits -- it is incumbent upon the CMO to break down the silos, eliminate the obstacles that plague its progress, and create a culture that rewards integrated efforts."
The study also discovered that when search marketers are optimizing various digital assets (press release, images, video, etc.), they give priority to images (58%) more than press releases (32%) or videos (20%). However, findings from the iProspect Blended Search Results Study (http://www.iprospect.com/about/researchstudy_2008_blendedsearchresults.htm) (April 2008) show that when measured by their propensity to click on these asset types within the blended organic search results of Google, Yahoo!, and MSN, search engine users attributed importance to these forms of digital content in the following order: news (36%), image (31%), and video (17%).
"While search marketers are diversifying their digital content portfolios with videos, press releases, and images to remain competitive in the blended search landscape," said Murray, "their lack of alignment with user behavior suggests that they are missing the mark. Again, this speaks to the big disconnect between search marketer strategy and search engine user behavior. To fully capitalize on their efforts, search marketers need to take user behavior into consideration at all times."
Other key findings from the study include:
? The two integration techniques most frequently employed by search marketers are: prominently including the company Web address (84%) and the company name (66%) in offline marketing initiatives.
? Only 26% of marketers utilize the same keywords in offline campaigns as are used in search marketing campaigns in their integration efforts.
? Nearly a quarter (24%) of companies DO NOT participate in offline marketing at all.
About iProspect
iProspect is the Original® Search Engine Marketing Firm. The company helps many of the world's most successful brands maximize their online marketing (http://www.iprospect.com/search-engine-marketing-university/marketing-roi.htm) ROI through natural search engine optimization, paid inclusion management, pay per click advertising management, shopping feed management and numerous other related services. By dramatically increasing business results for clients, iProspect helps to create search marketing heroes every day.
Proper attribution requires that the study is clearly identified as the iProspect Search Engine Marketing Integration Study (http://www.iprospect.com/about/researchstudy_2008_searchmarketingintegration.htm).
With U.S. offices in Watertown, Massachusetts and San Francisco, California, as well as offices across the globe (http://global.iprospect.com/), iProspect can be contacted at 1-800-522-1152, or by visiting http://www.iprospect.com.
Questions regarding this release should be directed to iProspect Media Relations Manager, Colleen Reed, at 1-800-522-1152 x1203 or colleen.reed(at)iprospect.com.
###
This press release has been reprinted from PRWEB per the terms and conditions of the copyright notice.
|
|
 |
 |
|
Search Engine Optimization Services You Cant Afford to Ignore
As an Internet business website owner, one of the most important things that you need to do is get people to surf to your site so that they see what you have to offer and, hopefully, buy your products or services Since the most common way that Internet surfers use to look for the information on products or services that they need is a search engine, then it is to your advantage to 'convince? the search engine that your site is responsive to the needs of the searcher based on the keywords that he enters into it
Internet Marketing Search Engine - Your Complete Guide
Internet marketing search engine is an effective tool used when it comes to building your website's reputation and making it achieve a higher ranking in search engine results Moreover, it is also an effective tool that you can use to gain a greater profit for your website
What To Look For In A Search Engine Optimization Company
If you are a serious business website owner, chances are you are constantly on the lookout for ethical means to promote your website to your target market Chances are also good that you probably read somewhere or heard from someone that your most practical promotion solution is the optimization of your website through as series of processes collectively called Search Engine Optimization or SEO
Globalization Partners International (GPI) Expands its Global Search Engine Marketing (SEM) Practice to Help Companies Increase Global Website Traffic
GPI’s global SEM practice provides comprehensive country-specific search engine optimization (SEO) and search engine advertising (SEA) services to help clients achieve better visibility in search engines globally.
Search Engine Marketing Tools for Online Success
Combining Organic and Inorganic Search Engine Optimization for the Best Results Search engine marketing (SEM) is a term that every business with a website needs to know about. This is because the large majority of internet users today utilize search engines to find the products, services and information about businesses that they need. With more than 90 percent of internet users relying on search engines, search engine marketing should be a top priority for any business. You can save time trying to gather information from an SEM forum, read on to gain insight into the valuable SEM products that are available to your business.
The role of Search Engine Optimization in Internet Marketing
In the cookie cutter competition of the industry, every customer reaches to the product by advertisement and promotion of the product and service. So it is very important that your message goes to the customer first, whenever he/she looking for any product. In order to reach to the every customer, Internet Marketing is the greatest and fastest way. Having a website is not enough; even there are lots of things in making a website successful. For Internet Marketing SEO is the best way, this is clear from the explanation given below: -
Affiliate Programs Rock! I'm Living Proof. Newest 2008 FREE Business!
How I Bought a Brand New $1.2 Million Dollar Dream Home on Two Rolling Acres Using ONLY Affiliate Commissions Earned While I Was Unemployed YUK! I already sound like so many "Internet marketing gurus" pitching their crappy information products. I'm not a guru and I'm not selling useless ebooks or videos. I'm just someone who couldn't get a "real job" and stumbled across something called affiliate programs. That was a few years ago, and the rest is history, as they say. Take a few minutes to read this, you'll learn how YOU can use affiliate programs to transform your financial situation, regardless of your background, education or income level. I'm proof. My name is Tissa Godavitarne and it's true. 100", because both of us were ...
Effective Search Engine Ranking Services
If you have never given a thought to Search Engine Optimization ranking of your web site, it is high time you started thinking about it, if you don't want to be left behind in the race of online competition. Whether you are an owner of a content web site or an online retail shop owner, you should know where your site stands in the search engines rankings.
4 Important Differences Between SEO and SEM
If you are a new-fangled to the Internet marketing, you possibly will have a number of questions concerning the differences between search engine optimization & search engine marketing Well, these interior marketing subjects are really in fact very different
Boost your sales with Search Engine marketing strategies
Search Engine Marketing doesn’t point to any specific marketing method rather it merges various technical and logical aspects, which are used to increase the popularity of website amongst search engines and human visitors. According to a study most of the internet users rely on search engines to gather information. The importance of search engine indexing has increased in recent times because most of the users use these search engine results as reference and find them reliable.
Importance and use of SEO in the year 2011
There is a lot of information about search engine optimization on a variety of mediums. There are websites that "specialize" in providing free information about search engine optimization. There are companies that promise specific rankings within the search engine process. There is information floating on the internet that shows algorithms that have been used since the beginning of the search engine development. All of this information can make it very confusing for a person to find and use the proper methods for search engine optimization in regards to their personal website or their business websites. What is important to remember, that just as computers change every few months, so too do the details for search engine optimization. The c ...
Looking for the Missing Link? - Digital Marketing Agency Guava Can Help
Guava understand that a quality link building strategy can make a dramatic difference to the visibility of your website and has now expanded its team in order to offer its clients more linking options.
Invaluable Benefits Of Hiring A Search Engine Optimization Firm
Before going into what a Search Engine Optimization firm does, let us first define what 'search engine optimization? or SEO is In 'brick-and-mortar? terms, SEO may be compared to placing an advertisement in a medium that caters largely to a particular market segment, e
Students From 49 Countries Enroll at Search Engine College
Online marketing training institution Search Engine College extended their global reach significantly this week, with student enrollments now extending to 49 countries around the world.
Using a Search Engine Marketing Consultant to Boost Search Engine Rankings
A search engine marketing consultant is a good resource to use if you need help developing a website that ranks high in search engine results There are a few search engine optimization techniques that will help your website to rank higher, and a search engine marketing consultant can help you to identify and utilize these practices
|
 |
|
