For Retailers, Digital Ads Should Drive In-Store Sales - eMarketer

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For Retailers, Digital Ads Should Drive In-Store Sales

Mobile, digital marketing efforts focus on local conversions

October 8, 2015

According to 2015 polling, retailers and CPG firms are focusing their digital marketing efforts on driving in-store sales.

Attitudes Toward Their Digital Advertising/Marketing Strategy Among US Retail and CPG Brands, 2015 (% of respondents)

Altimeter Group and Cofactor found that 60% of US retail and CPG brands had tailored digital advertising and marketing messages to deliver local outcomes, including in-store purchases. Nearly as many also said that driving such in-store sales was a key indicator of their digital marketing success.

Mobile marketing efforts were also specifically related to in-store activities for a majority of respondents.

Consumers’ propensity to use digital touchpoints to connect with retailers before entering a store could be helping retailers achieve their goals. More than seven in 10 US digital shoppers told G/O Digital that they would “often or always” research products only before visiting a store this holiday season. Those looking specifically to research promotions said they would head to search engines (68%) ahead of any other digital channel.


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