A new set of data released by the IAB and ComScore Networks through MediaPost Publications looks at several different companies and campaigns that tracked both online and offline conversion rates for online local, directory and classified advertising. The study backs up what the SEM industry has been saying for ages now...offline advertising accounts for a major portion of the ROI from an online marketing campaign. Companies that fail to find a way to track these figures risk skewing their data and turning off campaigns that are performing far better than they'd ever dreamed.





About the Author

Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.

Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.