Study Shows Search Marketers Need Integrated Approach
A new study published by the search marketing firm iProspect and JupiterResearch shows that nearly half of all search engine marketers do not integrate their efforts with offline channels (i.e., direct mail, print and broadcast advertising). The finding is surprising considering a 2007 report on online search behaviors revealed that 67 percent of users are driven to search by an offline channel.
Another interesting find in the study showed that when search engine marketers optimize online efforts with enclosures (i.e., press release, images, video, etc.), they give priority to images and video over press releases. This is interesting because most users prefer news (36 percent) over images (31 percent) and video (17 percent).
For trade show marketers, this news should be a wake up call to all of us that aren’t taking full advantage of an integrated marketing approach. If driving traffic to your web site for pre-show promotion or post-show relationship building is an objective for your next event, consider ways to integrate your efforts for better results. Be creative with a blend of on-and-offline PR, advertising and direct marketing strategies.
If you’ve already experienced success with integrated marketing, share it with me by posting it to our Ask an Expert form.
Until then…
