Google to focus on offline behaviour
Posted on March 12, 2010
Filed Under In the News |
Henry Eccles, product marketing manager for Google UK, has said that understanding the offline effects of search on behaviour is an important ongoing focus of the company.
“But it’s a challenge,” he added. “Understanding the power of a website for converting offline is paramount to understanding search, which is about driving purchases offline and online, not just about online conversions.”
A recent study with L’Oreal garnier in France has shown how search can work as a catalyst in cross-media environments, acting as a supercharge on the effects of offline channels. He backed calls from the US CEO of Comscore to shift the focus away from click-throughs commenting that “search suffers the same as display advertising because it’s not all about the last click.
