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News Story From Friday, August 22, 2008
45% of marketers don’t integrate online and offline ads—and they should
About two-thirds of respondents to a 2007 study from search marketing firm iProspect said that offline ads such
as radio, TV and direct mail drive them to search for the same company online. But a new follow-up survey from
the firm found that almost half of search engine marketers don’t integrate their search ads with their offline
marketing campaigns.
“We saw this strong correlation in our 2007 study between online and offline and we said ‘Let’s see what
marketers are doing about it,’” says Robert Murray, president of iProspect. Murray says he was surprised when
he found many marketers don’t think about tying together the two channels.
67% of online co