Thursday, September 15, 2011

Digital marketing tactics that help boost offline sales.


It's clear that digital marketing is influencing offline purchasing behavior more than ever.

In fact, 89 percent of consumers who buy in key retail categories in-store have conducted online research prior to purchase (Google, 2010), (refer to ZMOT) and offline sales influenced by online research are expected to top 1 trillion dollars in 2012 (Jupiter Research, 2007). To capitalize on consumers' new inclination to research online before purchasing offline, marketers need to go beyond awareness and direct response campaigns, and start influencing the purchase decision-making process.

Read 7 digital strategies to impact offline sales here:


Retail is not a field of dreams. Your company will quickly fail without a comprehensive digital marketing strategy. Offline media is great for driving brand awareness. But you can't rely on radio and TV ads, newspaper and print ads, and yellow page listings to close the deal anymore. If you haven't noticed, consumers' media consumption habits have shifted, and the web has taken a prominent role in the purchase decision-making process. That doesn't mean that you need to have a million-dollar e-commerce site to survive. What it does mean is that you have to think about how consumers research your brand online and develop campaigns to adapt accordingly.

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