1.

Research on Online Market Vs Offline Market

Authors: Isswani and Chaturvedi ,

Reference : 12-13 February 2019

(Ishwani and Chaturvedi, 2019) Said that online Shopping is a process where consumers directly buy
goods, services etc. From a seller without an intermediary service over the Internet whereas Offline
Marketing strategies utilizes offline media channels to create awareness of a company's products and
services. Specifically, it progresses a conceptual model that addresses consumer value perception for
using the Internet Shopping versus the Traditional Shopping. It is to recognize what factors influence
online and offline shopping choice progression. Consumer's shop when and where they want, where
they are comfortable with the products and the choice of shopping. In recent some years people are
more aware of the technology so as the online shopping had increased immensely. The respondent said
that they will love to purchase from online shopping if only the price of the product is less than the
market, but they feel risk of quality of product in Offline Shopping.

2. ONLINE AND OFFLINE MEDIA EFFECTIVENESS BASED ON SHOPPING CENTER COMMUNICATION

OBJECTIVES

Authors: Antun Bilos, Ivan Kelic,Ivan Ruzic

Reference: 2nd September 2015

With the significant changes and implications that the Internet revolution generated in the last 20 odd
years, along came the big shifts in almost every aspect of social interaction: people became digitally
available, businesses started creating new digital markets and the new digital society was created. As
Internet penetration grew in personal and business related usage, business started utilizing every
market aspect of the new media including the potential of internet advertising along with the traditional
advertising channels thereby involving Internet in their integrated marketing communication strategies.
One of the biggest advantages of internet advertising, besides its cost effectiveness, is the ability to
measure its advertising conversion. The aim of this paper is to compare and analyze online and offline
media advertising effectiveness by analyzing specific communication objectives. The specific
communication objective was visitor participation in a prize game contest and it was measured in the
period from February to September of 2013. The focus of the research was the available advertising
budget allocation per communication channel and conversion to communication objectives while
determining the cost effectiveness of every communication channel used. The final results showed that
although offline channels contributed more in absolute numbers, online channels were significantly
more cost effective compared to traditional advertising channels.
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TV Internet Newspapers Magazines Radio Outdoor Cinema

2015 Column1

Shopping malls usually use a very broad range of communication techniques because of their target
group. There are significant differences in budget allocation for individual techniques, which varies
according to strategic goals of every company and comparative price differences for each technique. For
the achievement of tested communication objectives the shopping mall used: mall media, print,
outdoor, TV and radio as offline techniques and official web site, display advertising and Facebook online
communication techniques. Mall media are communication techniques used inside the mall like LCD
screens, totems and other advertising surfaces. Budget allocation for individual technique was
determined by the marketing department of the shopping center and based on the annual marketing
budget allocation. The effect of each communication technique was determined by two parameters: a)
predefined advertising budgets for each technique and b) the number of visitors that have taken part in
the contest based on information from individual communication technique. The effect of each
technique, as well as their grouping according to online and offline techniques can be defined in this
way.

Hypotheses

H1: Offline communication techniques generate a higher absolute effect in achieving communication
objectives in the observed population.

H2: Online communication techniques are more cost effective i.e. have a higher ROI compared to offline
techniques in the observed population.
3. Online Shopping vs Offline Shopping : A Comparative Study
Author : Raja Sarkar
Reference : January 2017

The retail sector is one of the fastest growing sector in India. The consumer choices vary based
upon their preference towards online shopping versus offline shopping. The internet and
traditional shopping both have their own advantages and disadvantages. Online shopping
doesn't require traveling long distances, offers more variety, remains functional 24*7, offers
huge discounts and extend the facility of customer reviews. On the other hand, traditional
shopping allows customers to physically examining products which otherwise online shopping
lacks. Consumers may be use both the online and traditional mode of shopping depending on
their preferences at a particular moment, which results in fundamentally different behaviours
across the two mode of shopping. This article attempts to throw some light on the differences
emerging out of online shopping behaviour and offline shopping behaviour.

4. Future of offline marketing ahead of the rapid development of online marketing.

Author : Olena Bobalo
Reference : July 2018

Quick internet coverage all over the world created new possibilities of its usage as a new mass
media which are more flexible, dynamic and, what is more important, almost uncontrollable.
Which want to be active in the biggest net and want to influence on theirs target audiences,
they started to develop direction of internet marketing. New marketing activities created new
professions directly connected to internet. Every company which understands the importance of
new technologies actively lives in the internet. Its marketing activity is more and more
concentrated on internet. The research's methodology of this paper is based on comparative
analysis - for observation of internet penetration in different countries; scientific cognition - for
analysis of social groups in internet; system-activity principle as a part of system principles -
when a part of internet users is separated according to their activity and income level; specific-
scientific methodology - for formalization of utilization of offline marketing tools; scientific
abstraction - for the conclusions. Some research results are based on demographic statistics;
results of periodic investigation of internet users' profile.
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5. Word-of-mouth marketing influence on offline and online communications: evidence from case
study research
Authors : Lars Groeger, Francis Arthur Buttle
Reference : March 2014

People can now be connected in many electronically enabled ways, including online social
networks such as Facebook, Twitter and LinkedIn, blogs, wikis, file-sharing services, chat rooms,
and online communities. The idea of motivating customers to spread pro-brand messaging
within their social networks is well established, but Reingen and Kernan's work helped
marketers understand the significant impact that social networks could have on message
dissemination. Twenty years later, Van den Bulte and Wuyts again urged researchers to 3
develop an improved understanding of the location of individuals in social networks as this
could offer considerable insights into how WOM is disseminated. Recently, marketing
researchers have begun to explore the significance of consumer-generated content in online
environments. Of these, only Trusov, Bucklin and Pauwels investigated the effects of social
networks on message dissemination. Carl set out to understand what he calls the 'generational
relay' of WOMM messaging-the spread of WOM from the original WOMM campaign
participants to their conversation partners, and then from those Gen1 conversation partners to
the next generation of conversation partners, and then to Gen3. Studied an online WOMM
campaign in which consumers were seeded with a new technology device and encouraged to
stimulate WOM by writing about it in their personal blogs.