Greg Sterling says, “For well over a decade the internet has influenced billions and billions of dollars of local or offline spending. But that was largely ignored because it was almost impossible to track digital ads to the offline point of sale (outside of coupons), where 90+ percent of transactions occur.

Now, with smartphone ubiquity and vast amounts of real-world data, marketers are starting to gain visibility on the expansive landscape of online-to-offline transactions. It’s one of the most significant (and exciting) things to happen to digital media and marketing in a long time.

Google’s Store Visits, Facebook’s Conversion Lift Measurement and other efforts, such as the partnership between Twitter and DataLogix, seek to connect the dots between digital marketing and offline sales. Marchex and Telmetrics’ call tracking and analytics are integrated into paid-search platforms to enable tracking of “offline conversions” (i.e., calls) and to allow marketers to optimize their bidding to drive calls”.

Online-To-Offline Metrics Increasingly Available, Important To Marketers

Marketing Land

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