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Recent studies by iProspect and JupiterResearch that discuss the impact of offline leads on online search results had some very interesting results that helped confirm what I suspected – have a major impact on online and online shopping. The study found that 39% of online searches affected by offline media channels, such as DRTV, print and wireless are highly purchased. The results of the study also showed that 67% of the online service company is driven to search with offline media.
This data from iProspect confirms what people in direct response ads have been watching for several years, because offline media channels such as direct TV, radio and printing clearly affect the overwhelming percentage of searches and online sales . . The study clearly shows that marketers relying on online advertising alone are not exploiting synergies between search and offline ad agencies. I do not like this in the short term. I suppose the impact of online advertising online searches will continue to grow. We have worked with several online stores that participated in their business to the next level by adding live TV to the media.
The iProspect study pointed out that all areas of age, income and online activity reported that applying search results has become more important for their use on the internet last year. As users report that search activity is growing more important to them, companies need to make sure their site is viewed by searchers. Excluding your targeting of your ads and URLs in multiple media will increase their ability to find your site.
It is not surprising that television accounts for the highest proportion (37%) of Internet users to perform searches, according to the iProspect study. Even in today's daily media environment, the power of the TV is strong and the effects of television online shopping are growing. We've found that anywhere from 30% to over 90% + customers, the purchase is made online, when they offer both 800 numbers and a direct web site's TV advertisement. Why is this happening? Many consumers feel better by buying online but through tied-up telecommunications. Over 50% of people live online while watching TV, so it's easy for them to sign in to your site when watching your TV ad.
The conclusion is that if you do not use a mix of TV, print and radio and online to reach customers, you lose a lot of potential revenue. Companies that rarely single on one ad medium are missing labels. It takes a composite network and online advertising to make real impact on consumers today. Thus, use your market dollars using DRTV interactivity and online advertising to maximize the impact of your campaign. When you do, you will see that your business's results in your results are improving.