PRINTER news

The study notes that, “despite the demonstration of the power of integrating search and off-line channels,” nearly half (45 percent) of search engine marketers do not integrate their search marketing efforts with off-line channels. The reasons given are:

• Don’t advertise in off-line channels — 24%
• Lack of budget — 19%
• Lack of human resources — 15%
• Didn’t think of/consider the option — 13%
• Lack of senior management buy-in/initiative — 11%
• Separate people manage off-line/SEM channels — 11%
• Don’t see benefit of coordination/integration — 9%