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"Moderated by Jeff Rohrs of Exact Target.  First speaker is David Feldman from iProspect.  He describes a study done by iProspect and Jupiter research of how Offline Channels influence search.   67% of searchers are influenced by offline advertising.  The first step is to \u201Cwalk down the hall\u201D and plan together with the offline marketing folks.  Of the 67% of the searchers that were influenced, 39% ended up main a purchase. Knowing this, you should \u201Cwalk back down the hall\u201D and tell the offline marketers to include keywords that lead to conversions in search within the offline creative.He will now share a more national example.  The Priceline Negotiator\u2026he plays an ad with William Shatner that focuses on the term \u201Cname your own price.\u201D  When he does a search, Priceline is both buying ads and has organic top potion for this term.  This is good, but he focuses on the competitors that are in there as well. This is an opportunity to pay attention to.James Lamberti is going to \u201Cpinch hit\u201D for Stephen the other speaker who could not make it.  James is from comScore.  He will talk about findings from Key Research Studies in Partnership with Google and Yahoo!  Key comments: buyers do not use search in a vacuum.  What he means by this is probably pretty obvious\u2026when you talk to consumers search is not the only thing that exists in their life.  In fact, they may not even know when they searched or saw a print ad etc.  Chart: People who bought consumer electronics online versus offline purchasers.  What were the most important influencers?  \u201CSearch\u201D 24% and 25% respectively, and \u201Conline banners\u201D close to the same percentage.  Next chart:  \u201Chelped me learn about a brand or product\u201D and \u201Chelping decide what to buy.\u201D  Again the search space percentage of influence was indifferent to online or offline conversion.  How important was seeing the product in person? If buying in  store, 69% felt is was important but still 49% of buyers online felt it was important too\u2026these people would go into a brick and mortar location to see/feel the product and still buy online.There is a clear lack of pattern in regards to where the purchase happens, but it is obvious that search is important to both.  Of total buyers, 59% of all buyers searched first.  He then showed a couple verticals where the numbers were lower or higher but I missed it.  83% of the sales impact of search is latent.  Of those latent conversions, 17% direct purchase online and 20% latent search purchases online, but the majority (63%) are doing offline purchases after search.  If you exclude travel and event tickets, the number jumps to 92%.Calculating ROI, the full sales impact.  Shows a variety of ROI\u2019s ranging from $1.00 from direct online purchase to $4.00 for offline sales.  In 2006, PWC estimated that &gt;50% of ALL sales are impacted by search.Data is a universal language.  CMO\u2019s relate to reach, frequency, and GRPs\u2026don\u2019t talk to them about keyword research etc\u2026they want to know what the Gross Rating Point is.  Another way to use search is as a \u201Cleading indicator\u201D metric when relating to CMO\u2019s.  tell them the demographics and take that down the hall to plan with the offline marketers.  This is a common metric that they will understand and can plan to.Use test groups to measure actual ad effectiveness of linking to offline sales.  Consumers are easily confused.  The key is to understand that a single integrated message is absolutely critical.  Search should not be performed in a vacuum.  He shows data that supports the value of the synergistic impact of a coordinated campaign.  Search is a desired outcome because of the brand search lift.  Search is a sign that awareness has been built.He shows a couple examples.  Kellogg\u2019s.  They are seen as one of the leaders in digital from a CPG perspective\u2026they are seen as quite forward thinking.  They tied core products to organic positioning.  The effort probably cost them a couple years, 100 people and a couple hundred million dollars.  The problem is that it hasn\u2019t translated to search success.4 recos: understand the consumer use of search in your category.  Diving deep to know where search fits in.  Second: market with a single integrated message.  Third:  use \u201Cold school data\u201D to your advantage - there is nothing wrong with speaking the language that has been in media for years.  Lastly:  measure the FULL ROI of search.  This is not just a direct response medium by any stretch, in some cases not even at all.  Link the return to what is happening in stores and to site traffic.Next up is Ken Jurina from Epiar.  He will talk about gaining insight using advanced keyword research. There are not four Ps in the marketing mix, there are five: \u201CPeople\u201D is the fifth.  Uses of advanced keyword research for offline include business research and social research.  \u201CAuthentic marketing is not selling what you make but knowing what to make\u2026\u201DKen is rolling through slides pretty quick\u2026  He shows the top 15 topics in online searches surrounding televisions.  Then he shows another about salsas.  the marketer selling salsa was worried about sales of pineapple salsas not doing well\u2026the keyword research here led to insight that more people like mango salsa, so they ramped that up and sell much more of that in stores now.Speaking your customers\u2019 language\u2026where to use the keywords.  Obviously in areas of high visibility.  Use them in offline print and media\u2026combine both online and offline.  What about product and service gaps?  Keyword research will allow you to identify new products or benefits associated with them.  uses the example of \u201Ccountertops.\u201D  What kind of countertops are people looking for?  This should lead to R&amp;D around the demand.Brand fragmentation and brand equity is also something that can benefit from advanced keyword research.  \u201CTrue brand loyalty must be earned and reinforced\u201D quote from Larry Light from Arcature.  How does search influence offline sales?  Many people look for specific details about products online but do ot purchase online.He shows some examples of Super Bowl Ads to see how well the big dollar spenders are doing with integrations.  Shows the \u201CAmp\u201D ad with the \u201CAmp yourself\u201D tagline.  They do not have a Microsite or any ads in search.  Then shows some issues with the Taco Bell Think Outside The Bun campaign.  Lastly he gives kudos to \u201Cmytalkingstain.com.\u201D  Victoria\u2019s Secret did the best in terms of traffic with an 86% lift in traffic to the web site after the Super Bowl.  Sex sells.  Ken had some technical difficulties trying to show the ads.Last speaker will be Joel Toledano from Krillion.  They have done specific research around this topic of the \u201Ccross-channel shopper.\u201D  This is the fastest growing part fo the retail pie.  All national retailers now support in-store pickup.  Take Circuit City\u20262 years ago every single ecommerce purchase was sent to the consumer. In 2007, 55% of the purchases were picked up at the store.  2007 40% of Wal-Mart online purchases picked up in store.  Both averaged more per sale\u2026$154 more for Circuit City and $60 more at Wal-Mart.What shoppers needs to know: who carries it?  What does it cost?  Is it in stock?  Krillion drives in store sales, he claims, because they answer \u201Cwho carries near me, plus in store price, plus first of a kind in store availability.\u201D  This is turning into a bit of a pitch\u2026blah blah blah about what you used to have to do before Krillion came around to save the day.Will now talk about a study that they did with the eTailing group.  Large study of multi-channel shoppers.  Over half of the 1000 users have bought a product for in store pickup.  All of them said a high level of awareness was driven by the retailer ads.  Next, shoppers researched multiple sources online before buying offline\u202672% will visit the retailer site.  The last metric really stood out: 2 biggest factors that drive in store pickup. \u201CSave shipping expense\u201D and \u201Cconvenience.\u201D \u201CI want to get it today.\u201DNote this is live coverage of SMX West 2008, and there may exist grammatical or typographical errors in this post.  Please share your thoughts in the comments!"^^<http://www.w3.org/2001/XMLSchema#string>
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