Description

Research Online Buy Offline, un estudio desarrollado por Yahoo!.
Implications for Marketers
The results of this study indicate that the availability of product and retailer information online, as well as exposure to online advertising, is fundamentally changing the way consumers shop. It’s important for retailers to understand the full impact their online presence—as well as their competitors’ presence—may have on consumer in-store behavior.
Retail marketers now have the tools needed to more accurately measure and compare online marketing ROI to more traditional media ROI. By factoring the in-store sales impact, you account for the full value of your online marketing program. This includes display’s strength in reach and search’s strength in lift. Retailers should carefully evaluate their online marketing mix to ensure an optimal integration of both search and display. Marketers should consider increased usage of behaviorally targeted online display ads for maximum impact.
Our online marketing tools can provide a significant opportunity for your ads to get in front of the right consumer at the right time with the right product. As these research heavy consumers engage with your products online, you can influence their eventual in-store purchase. In order to maximize the opportunity for consumers to “pre-shop” your products, retailers need to think beyond e-commerce when designing their websites and advertising landing pages—they should consider the needs of consumers for “pre-shopping destinations”—engaging and informative websites that offer in-depth product information, consumer reviews, a variety of visuals, product comparison tools, opportunities to check local in-store inventories online, and other interactive tools that provide consumers ways to engage at a deeper level with your brand and your products.