Offline Marketing Drives Search

by Gavin O’Malley, Tuesday, Aug 21, 2007 Online Media Daily

The article below does an excellent job of providing the answer to the question, “Is usage migrating from print to online?” The answer, in a nutshell, is, “No, usage is migrating to print PLUS online.” The article below talks about the second study this week (done by separate firms) that concludes that “offline media” (such as Yellow Pages) still play a significant role in influencing consumer decisions, and that search may simply be an additional follow-up research step prior to the final purchase.

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