Marketing campaigns that combine online strategies with offline platforms are more likely to be successful, a new study has found.

According to research by iProspect, two thirds of search engines users are encouraged to look for brands online after viewing an offline marketing channel.

The survey found that 55 per cent of search engine marketers intentionally integrate their efforts with at least one offline channel. Direct mail (34 per cent) and magazine or newspaper advertising (29 per cent) were the most popular offline platforms used by marketers.

Robert Murray, president of iProspect, said: “Despite such a clear demonstration of the power of integrating search and offline channels, surprisingly the strategy has yet to gain widespread adoption.

“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 behaviour.”

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Related Topics: Direct Marketing