A study was released today from Jupiter Research sponsored by iProspect that examines the relationship between search and off line media.
This is an extremely valuable study. It proves that print (magazines and newspapers) is the top off line web traffic driver that results in a sale.
Chart #1: 57% of web users say search is more important than last year.
No surprise to see that search is of growing importance to on line users, but what may be surprising is the importance of off line media driving traffic.
Chart #2: Two thirds of the on line search user population has been driven to search by off line channels. Television and word of mouth lead with print as third.
Chart #3: But when Jupiter Research isolated just the searches that resulted in a sale, print and word of mouth clobbered the others.
On a call.
For media planners you might use a simple version of the study by printing the article from Direct magazine.
For marketing types download the entire study at the link below. I love the story the three graphs I posted here can make on a call. The first graph gets a positive response from marketers. Yep, everyone will agree that search is becoming more important. Nodding heads.
The second graph looks like to you are giving it up to television. You look very noble. Television is the top offline traffic builder.
Then, zing!, The third graph brings it home. Print drives the most off line traffic that results in a sale!
To make the point stick you can talk about how print is a more considered media that engages potential purchasers and provides a permanent record for reflection, evaluation, and holding in your hand while you type in a URL.
If you work on a B-to-B publication you may choose to just use the first and third graphs as television is typically not part of your fight. Either way you can access the entire survey, including methodology through the link below: