Online impact on offline purchase http://infinitum.lv
May 22, 2015
Online impact on offline purchase
http://infinitum.lv
http://infinitum.lv
Web analyst at digital marketing agency
Infinitum 8
Every day deal with questions like:
How can I see if my marketing is
working?
Where I am losing money?
What is not working on my page?
What is happening in my market?
How do I see what customers like?
Jānis Birģelis
http://infinitum.lv
Online is easy and private!
Why online?
«Online shopping is like reading the news on television.You don't actually have to have your trousers on.»
33% shop while in pajamas
15% shop while influenced by alcohol
11% shop while being naked
http://www.cnet.com/news/11-percent-of-people-shop-online-naked-survey-says/
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Online shopping TOP example for decades.
Books
Thanks to Amazon expansion.
Do you have local Amazon shop?
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Consumer behaviour when buying books
http://www.consumerbarometer2013.com/
http://www.consumerbarometer.com/
http://infinitum.lv
Latvia
Belgium
Lithuania
Denmark
Austria
Germany
UK
0% 10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
92%
80%
77%
62%
50%
45%
38%
Online purchase Offline Purchase
http://www.consumerbarometer2013.com/
Online purchase vs. Offline purchase (books)
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Latvia
Belgium
Lithuania
Denmark
Austria
Germany
UK
0% 10% 20% 30% 40% 50% 60%
29%
33%
22%
25%
21%
20%
13%
15%
18%
9%
12%
4%
10%
10%
Research Offline only No Research before purchase
http://www.consumerbarometer2013.com/
23%
30%
25%
37%
31%
51%
44%
Offline market without online presence
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Latvia
Belgium
Lithuania
Denmark
Austria
Germany
UK
0% 10% 20% 30% 40% 50% 60%
48%
29%
46%
25%
25%
15%
15%
Cost of not doing online
http://www.consumerbarometer2013.com/
Cost of not doing Online (customers that are willing to buy offline)
How to be present in online environment?
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Web identity
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Blogs
Reviews
Events
Anotations
Rich Content is improtant for your customer!
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Heading1
Picture
Heading2
and for Google also.
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plus.google.com
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Social presence
Loyalty (Be
personal with
client)
Use offline as social channel
Online AdvertisingLocation based advertising.
Cities, Location around your
shop Exclude unwanted
locationsInterests
Books Reading
Age group
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Online Advertising
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Complex solutions
Measure your success
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1. Measure online performance
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2. Ask customers? (Survey)
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Where do you hear about us?
Do you plan to visit our offline shop?
3. Measure your online efforts.
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4. Codes, Coupons, discounts, special offers
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Code:I am from ONLINE
Use facebook discount:
4.1. Automatic tracking.
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Each client with coupon number from analytics program.
4.1. Automatic tracking.
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4.2. Shop visitors and online visits merge together.Offline tracking
Active internet
marketing
Online tracking
6 Take aways.
Online is all about Content and Identity. Use rich content for your activities. Be different and engaging with your client. Capture your loyal clients. Measure your online performance. See how much online is helping offline business.
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Thank you!
Twitter@Infinitumlv
Facebookinfinitumlv
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Jānis Birģ[email protected]
Skypebirgelis
LinkedInjanisbirgelis