Tuesday, August 21, 2007
Offline Pitches Often Miss the Mark
Why oh why do companies continue to forget to integrate their offline and online pitches? A study commissioned by iProspect and conducted by JupiterResearch shows that more than two-thirds of consumers who use online search are influenced by word of mouth, TV and print campaigns, yet so many times users are forced to use search to find the corporate website.Why aren't there more tv ads with URLs at the end of the spot, or even at the bottom of the screen? With so many mobile phone users adopting search and a growing number of people who web search and watch TV simultaneously, most ads should make driving traffic to their sites paramount in their creative.
The same goes for billboards -- putting a custom URL at the bottom of the ad space can welcome offline users responding to a specific campaign and generate valuable data.
President of iProspect Robert Murray explains in his press release:
"Today, it's incumbent upon marketers to integrate search with their offline efforts. Quite simply, their offline messaging needs to be memorable and facilitate search, and their search efforts need to echo that messaging and integrate those keywords. The bottom line is that integration is no longer optional."
For search marketers, the lack of integration enables competitors to steal away potential customers by bidding against company and product name keywords. If users don't know the name of your website, you've opened a window for competitors to benefit from your offline marketing dollars.
Maybe their is some study about consumers reacting negatively to URLs being displayed on screen that I don't know about.
Source: MediaPost.
Posted By John Gartner at 10:42 AM
Permanent Link: Offline Pitches Often Miss the Mark
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