Quite often, we see data that shows online searchers driving offline sales. However, recent research shows that the reverse is also true: offline marketing channels can drive online commerce.

A recent BIGresearch study by the Retail Advertising and Marketing Association (RAMA) shows that sales are affected by what people see in various offline marketing channels as well as what they see on the Internet.
When asked what triggers online merchandise searches, consumers replied that they frequently search online after exposure to the following:

• Ads or products in print magazines (47%)
• Newspaper ads and content (42%),
• TV ads and programming (43%)
• While reading a article (44%)

In other words, consumers get buying ideas from the environment, depending on exposure to content, ads or programming that triggers an idea for needs fulfillment. This means that advertisers will get best results with a variety of online and offline media. Yes, search engine marketing is a convenient and popular strategy, but retailers can use traditional advertising channels in conjunction with online advertising for best results.

Needs Triggers

While it’s true that people flock to search when looking for products and services, the urge to search online may come from coupons, in-store promotions, or from a product, service or medicine seen on TV.
Women are more likely than men to be motivated in this manner for coupons (42% vs. 29%, respectively), and for in-store promotions (29% vs. 25%, respectively). Men, on the other hand, are more driven than women to search online based on face-to-face conversations (36% vs. 30%, respectively).

Word of Mouth Follows Search

After searching, word-of-mouth takes over. Over two-thirds of online consumers will talk about their search finds face to face. Over half use email or the telephone, while 30 percent use mobile devices. The most popular methods of communicating search information among young adults (age 18-24) are IM, texting and social networking.
The bottom line is that a lot of online product searching starts (and sometimes ends) with offline media. This presents opportunities for retailers.

A consumer reading the newspaper in the morning may search about a product mentioned in an ad when s/he gets to work, and then tell a friend about what was found when calling on the phone at night. A campaign that included morning-edition news and search marketing could reap the benefits of word-of-mouth.
Multitaskers, by engaging with more types of media, may encounter even more product search ideas than those who do not use multiple media sources. As we move further into the digital age, multitasking becomes a part of consumer behavior.