Those of us who are fascinated by online or digital marketing can often become blinkered! So some recent research is very welcome in that it puts much of this into perspective.
Research from iProspect finds that 40% of online searchers make a purchase after being influenced by an offline channel. According to the study, internet users are more likely to engage with and/or eventually make a purchase from brands that are already familiar to them.
The study reveals that 67% of online users are driven to search from exposure to some offline channel, and that 39% ultimately convert, purchasing from the very company that caused them to launch their search after their initial exposure to some offline channel’s messaging
One third of internet users (33%) who respond to online display advertising eventually purchase from a company/offering with which they are familiar – more than twice the number who eventually purchase after learning of an offering/company for the first time from online display advertising (14%).
This research shows that just because we search for something on the internet, it doesn’t mean that our initial exposure to the brand was through an offline – or indeed another online – channel.
So just because search drives a certain amount of traffic to your site, it doesn’t meant that’s where it originally came from. This is of course hard to measure, but it might make small business marketers think again before cutting those offline budgets!
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