Boosting online marketing with offline methods

Businesses using social media marketing, pay per click or search engine optimisation as part of a promotional campaign may also wish to consider offline marketing techniques.

A recent study by iProspect has revealed 40 per cent of online searchers have announced they were influenced in their buying decisions by an offline channel.

Commenting on the findings, Richard Walker, writing for the e-Consultancy blog, said such a percentage marked a "significant" number of people being influenced by offline marketing, in addition to online.

The study asked people which form of advertising caused them to search online for the product, brand or promotion being advertised, with 44 per cent pointing to television advertisements and 35 per cent to ads in newspapers or magazines.

Meanwhile, 23 per cent claimed it was a radio promotion and 13 per cent had been influenced by a billboard.

According to Mr Walker, the figures reveal the importance of measuring the compatibility of different marketing channels, with offline needing to be considered alongside online.

The dotCommerce's E-commerce Social Media Report, recently cited by e-Consultancy, found only a quarter of UK retailers are on Twitter.

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