It's that time of year again. Brightly colored leaves crunch underfoot. Pumpkins with punched Mr. Potato Head faces decorate the neighborhood porches. And, your clients are calling with budget demands - what should I do next year? Oh, and I need to know by this afternoon.
Well, help is on the way. Here is the one piece of advice every client needs to hear in 2008:
If you don't back up every broadcast and print campaign with a personal, relevant online experience, you're wasting your money.
Here's why: Consumer shopping behavior has fundamentally shifted. Trial no longer starts in-store. It has moved online.
That makes the barrier at once lower and longer. (And gives the traditional ad agency both more control and more responsibility) Here's how it works:
While most consumers don’t choose to buy online, the vast do majority go online to ‘pre-shop’ for products and information. Before we undertake any in-person shopping, we want to “try on” brands online to see if they fit with our complex choice models of price, perception, and utility. That means pre-shopping product catalogs, readings reviews, comparing prices, etc.
From there, we head into stores with a more educated perspective and spend more than our offline-only counterparts:
- 89 percent of consumers shop for information about products online
- Less than 7 percent of retail sales actually take place online
- Online pre-shoppers spend an average of 41 percent more in-store compared with consumers not exposed to online advertising
(BIG research, Comscore)