Offline and SEM Integration

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An iProspect study reveals that 45% of search engine marketers do not integrate their search marketing efforts with offline channels, indicating a big disconnect between SEM strateg and user behavior.

What's the reason for the failure to integrate? The study shows the lack of integration can be attributed to a number of factors, including: lack of budget (19%), lack of human resources (15%), not considered (13%), lack of senior management buy-in (11%), and separate people managing search marketing and offline channels (11%).

"There's no question about the combined power of search and offline channels -- that is well established," said John Tawadros, Chief Operating Officer, iProspect. "What's missing from this equation is the right environment. To truly push integration forward - and fully reap its benefits -- it is incumbent upon the CMO to break down the silos, eliminate the obstacles that plague its progress, and create a culture that rewards integrated efforts."

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