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Online Searches From Offline Media

Posted on 3.15.2007

eMarketer reports on a survey from BIGresearch and the Retail Advertising and Marketing Association (RAMA) that claims traditional marketing channels are driving online product searches. According to the survey, consumers say they search online after seeing ads or products in magazines (47%), newspapers (42%), TV (43%) and reading articles (44%).

So, while advertising budgets are shifting online and many marketers are dedicating entire budgets to online and search advertising, there still appears to be great value in continuing to advertise with traditional media.

"When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket," said Mike Gatti of the RAMA. "While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services."

Multi-tasking is seen as a problem for many marketers concerned with short attention spans. But, as this study reveals, the multi-tasker may just present more opportunities for brand awareness. A consumer can see a product advertised in a magazine or newspaper, sit in front of their computer and search for it online, then pass the news to friends via word-of-mouth, email or text message. People are still reading magazines and newspapers and will always watch TV, so why not combine your search advertising with traditional media? Reaching your audience through  many levels certainly can't hurt. An added bonus - branding your offer or company name before a search begins could drastically reduce the possibility of your consumers searching for something related and ending up on a competitor's website.

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