Only around half of businesses integrate their internet marketing with offline communications, new research has shown.

According to a study by iProspect and JupiterResearch LLC, businesses adopting search engine marketing are "ignoring" an opportunity to benefit from integration.

Only 55 per cent of businesses complimented their online marketing with a reference in offline communications.

Robert Murray, president of iProspect, explained: "Despite such a clear demonstration of the power of integrating search and offline channels, surprisingly, the strategy has yet to gain widespread adoption.

"Unfortunately, by failing to integrate their efforts with offline, search marketers are essentially ignoring the very channels that drive users to search."

A study by iProspects in 2007 indicated that two thirds (67 per cent) of search engine users are driven to online marketing as a result an offline channel trigger.

Comparison of the findings of each study reveals that despite television being the leading driver for online searches in 2007, only 12 per cent of respondents in 2008 linked TV marketing with their online campaign.

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