Search: Why It Matters More Now Than Ever

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Synopsis — Search has become such a vital link in the chain linking end-users to the products and services they want or need that is difficult to remember a time when it wasn’t there. In this article, Robert J. Murray of iProspect  discusses the inextricable link between certain parts of the marketing ecosystem and search. With surveys carried out by iProspect showing that over two-thirds (67%) of online users are there as a result of an offline channel, and that 39% of those offline-influenced searchers wind up converting, it’s clear that marketers need to be sure to support offline initiatives (TV, radio, print, direct mail, display, etc.) with search.

Rob not only discusses the interaction between offline and search, but includes some useful tips on how to capitalize on this relationship. In tough economic times, coupled with an incredibly competitive landscape, it’s imperative that small business in particular pay attention to every part of the marketing ecosystem if they are to be successful in competing for the limited dollars out there.

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About the Author

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Robert J. Murray is Chief Executive Officer of iProspect. He is responsible for formulating the firm's corporate structure as well as managing the company's operations. With more than 20 years of strategic consulting and financial analysis expertise, Murray is also in charge of developing and negotiating strategic alliances, identifying acquisition opportunities, and evaluating the company's capital structure.

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