24 Feb '15, 4pm

Online to Offline: The Next Generation of Search

Marketers know where sales take place, but with today's fragmented path to purchase, it's difficult to understand which parts of an advertising campaign contributed to that end sale. Campaign analysis tools have not kept up with the modern shopper. Consumers are shopping with smartphones – but their behavior is very different from online shopping. The mobile phone has changed consumer behaviors and changed the consumer’s path to purchase. In fact, mobiles are a primary way for shoppers to connect with physical stores in person or over the phone. And, while Walmart projects m-commerce sales in the U.S. to reach $34.5 billion by 2016, it expects mobile-influenced offline sales in that time frame to reach more than $700 billion. According to a recent study from Google/Ipsos, more than half of consumers call or visit a local business following a local search. 'Even though the ...

Full article: http://searchenginewatch.com/sew/news/2396579/online-to-o...

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