Press Release

SES Chicago Panel Communicates Correlation and Integration of Online, Offline Marketing Methods

Chicago, IL - December 9, 2008 - Research shows that offline channels drive users to search to the tune of 67 percent, with television and word of mouth each influencing over one-third of respondents to do so. At the SES Chicago digital marketing conference, happening this week through Thursday, December 11, Monday's Orion Panel session, titled "The State of Integration", discussed the opportunity search marketers have to leverage offline channels to drive search.

Robert Murray, President, iProspect, shared results of a 2007 iProspect and JupiterResearch survey, which found 39 percent of online search users made a purchase after being driven to search as a result of exposure to some offline channel. Print ads and word of mouth were found to be the most frequent drivers of purchases.

The consensus among the panel, co-moderated by Kevin Ryan, SES Advisory Board Chair and Andrew Goodman, Principal, Page Zero Media and included Murray, Aaron Goldman of Resolution Media, Josh Todd of Constant Contact and Gregg Stewart of TMP Directional Marketing, was that many search marketers may not be aware of the relationship between other marketing channels and their own. Stewart and Murray advised that if marketers cut or significantly reduce all other offline marketing tactics, they should not expect their search efforts to perform at the same level and volume.

iProspect later found only 55 percent of search marketers coordinated offline channels with search marketing, and those that did not cited obstacles such as lack of budget and lack of human resources. Additionally, 13 percent of marketers hadn't even considered the option.

"Search does not exist in a vacuum. Some of us that live and breathe search every day might have underestimated the relationship between online and offline marketing," said Matt McGowan, Vice President and Publisher for Incisive Media's Interactive Marketing Group. "I appreciate the great insights and best practices these gentlemen shared. Likewise, I hope our audience has a new appreciation for search as an extension of their offline marketing program."

Consumers who searched for local businesses in 2008 were polled by TMP Directional Marketing. 39 percent of those polled said their post-search behavior included contacting the business over the telephone; 32 percent actually visited the business or store in person. Stewart said post-search activity becomes the most important part and suggests surveying recent purchasers to get the pulse of their experience and behavior for further insights.

For more information about SES Chicago and other shows in the conference series, visit https://searchenginesstrategies.com.

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About SES
Incisive Media's Search Engine Strategies is a leading global conference and training series focused on search engine optimization and search engine marketing. Other Incisive resources for interactive marketers include the ClickZ network for digital marketing news, information, commentary, advice, opinion and research and Search Engine Watch which provides news and information about search, analysis of the search engine industry and tools for improving search marketing effectiveness.

Incisive Media is a leading global provider of specialized business news and information, in print, in person and online. The company's principal markets include financial services, legal services, commercial real estate, marketing services and risk management. Incisive Media's market-leading brands include Accountancy Age, Computing, Investment Week, Legal Week, LegalTech, Post, Real Estate Forum, Risk, Search Engine Strategies and The American Lawyer. For more information, visit www.incisivemedia.com.

Editorial Contacts
Ann Shannon
PAN Communications
978-474-1900
ses@pancomm.com

Matt McGowan
Incisive Media
212-457-7794
matthew.mcgowan@incisivemedia.com