IProspect’s search survey (ex Marketing Pilgrim) finds that 37% of searches are inspired by TV, 30% by print ads, and 36% by word of mouth.
…a full 67% of online search users are driven to search as a result of some offline channel. This percentage clearly surpasses the 50/50 split between influenced and non-influenced online search users we predicted prior to launching the survey.
Good to see that we ink-smudged types have a role in the search boom. But the key is to come up with good ways to measure and monetize the impact.