28 Aug '16, 4am

How to Measure the Impact of #DigitalMarketing on In-store Sales

Consumers spend a lot of time shopping online. However, having said that, 90% complete their shopping purchases in good old fashioned brick and mortar stores, according to Emarketer. The role of digital marketing has always been clear; it’s to create a favorable attitude towards the brand and generate online sales. Some marketing specialists are beginning to wonder, in their performance analysis, how does one demonstrate the direct impact of digital marketing on consumer behavior and in-store purchase? This article covers such a question that has only been growing more and more in importance, especially for retailers. We will also explain how to measure the impact of paid search campaigns in particular, on in-store sales using a combination of online and offline data. The ‘Store Visits’ metric in Google Adwords In previous years, revenue coming from in-store purchases (eve...

Full article: https://www.iprospect.com/en/ca/blog/measuring-the-impact...

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