Media post has a good article about this. It’s interesting to note that this is so significant in the US, as it is generally the case in developing Internet markets that even more activity happens offline.
Even if you don’t have access to brick & mortar stores for your products or services, adding points of contact such as a call center will increase your “offlineness” and hence improve your business.
Not everything is trackable!
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Lucas Morea
Latest posts by Lucas Morea (see all)
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You are right David. The off-line marketing industry is behind the on-line one in terms of analytics but from my reading they seem eager to catch up on that issue.
It’s very interesting to see how the two branches of the discipline have influenced each other and even converged on points. I’d never really involved myself in off-line marketing in the UK but here in Russia (primarly due to the cost I imagine) it is quite normal to promote web sites through radio/tv/magazines.
I like your term “offliness” and think companies should think of ways to track this better. Using a specific phone number in your online ads or a discount code would be some ways to do this and I’m certian companies can be more creative in finding ways to track this better. At minimum they can use their web analytic tools to determine trends that will give them an idea of how effective a campaign has been.