Off-line Ads Fuel Online Searches

A survey by the Retail Advertising and Marketing Association found that traditional forms of advertising sparked online product searches. The poll found that 47.2 percent of shoppers are more likely to go online after viewing a magazine ad, according to a MediaPost article.

This is great news not only for traditional forms of news and entertainment, but also for marketers. Marketers now know a starting point for reaching an audience. They need to not only focus on online advertising, but also should focus their attention on magazines, newspapers and T.V.

This poll speaks to the strength of having an integrated marketing strategy, one that reaches an audience from various types of media vehicles. Myopia in the marketing world is the shortest route to failure.