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However, research conducted by Jupiter Research found that search activity online is often affected by offline advertising, with two thirds of web users claiming to have searched for something on the Internet that has caught their attention offline.
The poll of 2,000 Internet users in the United States discovered that almost 40 percent of respondents who had been prompted by offline ads to search for items online ended up making a purchase.
According to the E-consultancy, marketers should consider purchasing a dedicated URL in order to ensure that consumers can find products online, with television adverts most likely to trigger online searches.
More than a third of those quizzed had looked for a company or a product on the Internet after watching a television advert, while more than 35 percent were prompted by word of mouth over the previous six months to look online and newspaper and magazine adverts caused 30 percent of web users to conduct searches.
Used effectively, traditional advertising vehicles remind customers to visit your site and, even better, promoting your website offline can drive new clientele to your web business.
Here are ideas every marketer should consider:
URL Return Address
Include your domain address on the bottom line of your return address on all company mailings.
URL on Packaging
Retailer should include their URL on product packaging. Existing customers who purchase through retail may not even realize that your business has an online presence. If you ship products, invest in labeling that will include the company URL.
Business Cards
Insert a business card that details the web address in all product shipments. A coupon or discount code toward web-based purchases further increases the likelihood customers will visit the site. Nothing drives customers online better than discount!
Presentations/Handouts
Include the web address on each page of a presentation or conference handout. As the presentation is passed on, the company brand and web address will be reinforced and traffic will increase.
Promotional Materials
No matter how well your online promotion is going, promotional materials and giveaways are still an effective method of advertising. Promotional items have a long shelf life and may bring in traffic over time. In addition to your logo and company name, and be sure to brand your promotional item with your web address.
Vehicles Display
How often have you stopped at the traffic lights, seen a vehicle with an interesting sounding web address and subsequently looked it up? The address of your web site should be prominently displayed on all company vehicles. The text should be readable from a distance, so be sure to use a font that is easy to read and well-proportioned.
Help Wanted
Include your URL in any employment ads. This also gives a chance to test the candidates’ initiative by asking if they looked up the website.
Uniforms
Include the company's web address on any branded clothing or uniforms worn by staff or employees. This reinforces your online presence.
Internet marketing is becoming more competitive. It is not enough anymore to simply advertise online, you must be creative to attract traffic to your website.
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