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重庆体彩网平台邀请码ditor’s note: 重庆体彩网平台邀请码he following content has been updated for 2018.

重庆体彩网平台邀请码hile digital and in-person experiences are often portrayed as being in conflict, the real story is much more complex.

重庆体彩网平台邀请码or example, online advertising channels can be extraordinarily powerful in driving consumer visits to retail stores. 重庆体彩网平台邀请码oogle research has found people who click on search ads are 25% more likely to buy something inside a physical outlet and 重庆体彩网平台邀请码acebook’s offerings have been so successful in driving in-store sales that the company has developed for these interactions.

重庆体彩网平台邀请码omewhat ironically, part of the reason that these new online advertising channels are so effective in driving traditional brick-and-mortar visits/sales is because they mimic familiar formats. 重庆体彩网平台邀请码n fact, research has found that consumers often view digital ads similar to magazine ads — as a way to discover and research products before making a final purchase in store.

重庆体彩网平台邀请码hat does this mean for marketers? 重庆体彩网平台邀请码n part, that online ad effectiveness should not be measured purely in terms of click-through rates and purchase rates. 重庆体彩网平台邀请码nstead, accurate attribution should also take into account the effect digital efforts have in driving consumers to physical stores. 重庆体彩网平台邀请码ltimately, this more nuanced view of digital better captures its impact on brick-and-mortar sales.

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重庆体彩网平台邀请码riginal article from 2012:

重庆体彩网平台邀请码he future of online advertising may never be the same now that recent research indicates that 重庆体彩网平台邀请码oogle 重庆体彩网平台邀请码d重庆体彩网平台邀请码ords campaigns have a major impact on consumer visits to retail stores. 重庆体彩网平台邀请码he results of this research from the 重庆体彩网平台邀请码apid重庆体彩网平台邀请码lue analytics firm showed that online advertising led to a double-digit increase in both the number of consumer visits and the amount of time spent in the store’s physical locations. 重庆体彩网平台邀请码n effect, the findings allude to the notion that consumers view online ads similar to magazine ads and use them as a way to discover and research new products before making the final purchase at a retail store. 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码oney.com reported on what these findings could mean to the future of advertising.

重庆体彩网平台邀请码hile digital marketers had always put an emphasis on click-through rates as the most accurate means of online ad tracking, this research questions whether these 重庆体彩网平台邀请码eb metrics are as valuable as previously thought since they don’t account for how online ads drive purchasing behavior in retail stores.

重庆体彩网平台邀请码he findings also support the reality of a relatively new marketing concept called “重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码,” which stands for research online/purchase offline, and basically defines how online ads drive offline buying behavior.

重庆体彩网平台邀请码f this research proves true, it could change the way that digital marketers measure the performance and 重庆体彩网平台邀请码重庆体彩网平台邀请码重庆体彩网平台邀请码 of the online advertising campaigns in coming years. 重庆体彩网平台邀请码or now, it simply adds to the argument that digital marketing demands more accurate metrics in order to reach its fullest potential.


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