After a stuttering start, online and offline marketing are finally beginning to speak the same language, and the relationship is blooming.
“Brands should also consider today’s path-to-purchase, which includes a mix of online and offline,” he comments. “Research into the ROPO effect - research online, purchase offline - will help brands understand online’s ability to drive offline sales. Attribution, econometric and media-mix modelling can also create snapshots representing the distribution of influence between online and offline.”
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