Website Marketing
  Home arrow Website Marketing arrow Page 3 - How Offline Messages Influence Online ...
SEO Chat Forums  
Choosing Keywords  
Google Optimization  
Link Trading  
MSN Optimization  
Search Engine News  
Search Engine Spiders  
Search Optimization  
Web Directories  
Website Marketing  
Website Promotion  
Website Submission  
Yahoo Optimization  
SEO Tools
Adsense Calculator
AdSense Preview
Advanced Meta-Tags
Alexa Rank Tool
Check Server Headers
Class C Checker
Code to Text Ratio
CPM Calculator
Domain Age Check
Domain Typos
Future PageRank
Google Dance
Google Keywords
Google Search
Google Suggest
Google vs Yahoo
Indexed Pages
Keyword Cloud
Keyword Density
Keyword Difficulty
Keyword Optimizer
Keyword Position
Keyword Typos
Link Popularity
Link Price Calculator
Meta Analyzer
Meta Tag Generator
Multiple Link Popularity
Page Comparison
Page Size
PageRank Lookup
PageRank Search
Robots.txt Generator
ROI Calculator 
S.E. Comparison 
S.E. Keyword Position 
Site Link Analyzer 
Spider Simulator 
URL Redirect Check 
URL Rewriting 
Mobile Linux 
APP Generation ROI 
IBM® developerWorks 
SEO Weekly Newsletter
 
Developer Updates  
Free Website Content 
 RSS  Articles
 RSS  Forums
 RSS  All Feeds
Write For Us Get Paid 
Request Media Kit
Contact Us 
Site Map 
Privacy Policy 
Support 
 USERNAME
 
 PASSWORD
 
 
  >>> SIGN UP!  
  Lost Password? 
WEBSITE MARKETING

How Offline Messages Influence Online Behavior
By: Terri Wells
  • Search For More Articles!
  • Disclaimer
  • Author Terms
  • Rating: 5 stars5 stars5 stars5 stars5 stars / 3
    2007-10-16

    Table of Contents:
  • How Offline Messages Influence Online Behavior
  • It Starts Offline, Goes Online
  • Keywords Used, Items Bought
  • Implications of the Survey

  • Rate this Article: Poor Best 
      ADD THIS ARTICLE TO:
      Del.ici.ous Digg
      Blink Simpy
      Google Spurl
      Y! MyWeb Furl
    Email Me Similar Content When Posted
    Add Developer Shed Article Feed To Your Site
    Email Article To Friend
    Print Version Of Article
    PDF Version Of Article
     
     
    ADVERTISEMENT


    How Offline Messages Influence Online Behavior - Keywords Used, Items Bought


    (Page 3 of 4 )

    So what kinds of keywords are used for these searches? iProspect thought that about half of those performing searches that were inspired by offline messages would use “branded” keywords – keywords that contain either the company name or the name of one of its products or services. Once again, they underestimated. Fully 44 percent of searchers used all or part of a company name, and an additional 24 percent used all or part of a product or service name – for a total of 68 percent! Obviously, brand names are very influential when it comes to online searchers (a point we’ll return to later).

    So far we’ve talked about what channels drive search engine users to satisfy their curiosity online, and what keywords they use to search. Let’s get to the bottom line: how many online searchers, after being influenced by offline advertising messages to perform searches, actually make a purchase? iProspect predicted that one in four, or 25 percent, would be motivated to buy something from the company they researched.

    And once again, in what is becoming a strangely common theme, they underestimated. Fully 39 percent of online searchers actually went on to make a purchase. The offline channels that were most likely to result in a purchase after driving users to make a search were magazine/newspaper ads and word of mouth (30 percent for each). Obviously, iProspect asked this question only of the portion of their sample that said they had been influenced to perform a search after seeing an advertising message offline.

    One conclusion we can draw from this data is the importance of both online and offline factors when it comes to selling a product or service. It seems clear that a person is more likely to buy something when they’re exposed to it in more than one media – and especially when they’re curious enough and motivated enough to seek it out themselves via a search engine. Some other very important implications can be drawn from this survey as well, as you’ll see in the next section.

    More Website Marketing Articles
    More By Terri Wells


       · I hope you found this article useful; thanks for reading. At the very least, it...
       · First of all great stuff, we are actually preforming a research right now for the...
       · Thank you for your comments! And good question. It wasn't covered in this study, and...
     

    WEBSITE MARKETING ARTICLES

    - Social Networking SEO Tips and Techniques
    - Return on Investment Calculation for Online ...
    - Use a Blog Carnival to Boost Your Blog`s Tra...
    - Online Copywriting Tips
    - Conversion Rate Optimization
    - Use POG Ads to Promote
    - Website Affiliates
    - Public Relations and SEO
    - Non-Profit Organizations and the Internet
    - Making Money Online with Internet-Specific J...
    - Web Site Statistics: Do You Know How to Trac...
    - Making Money Online
    - Important Elements of a Viral Marketing Camp...
    - BidVertiser: Your Answer for All Things Adve...
    - Putting Your Landing Pages to Work





    © 2003-2010 by Developer Shed. All rights reserved. DS Cluster 8 Hosted by Hostway
    For more Enterprise Application Development news, visit eWeek