Do Offline and Online Marketing Go Hand in Hand?

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Description

Far from being obsolete, direct mail marketing can enhance the effectiveness of digital marketing both directly and indirectly across the entire purchase funnel and over time. Managers need to use the right metrics at the right time to fully assess the impact of direct marketing in today’s digital environment.

Period23 Oct 2020

Media contributions

1

Media contributions

  • TitleDo Offline and Online Marketing Go Hand in Hand?
    Degree of recognitionInternational
    Media name/outletMarketing Science Institute
    Media typeWeb
    Country/TerritoryUnited States
    Date23/10/20
    DescriptionWith many companies focusing their marketing efforts on digital channels, direct mail can seem like an analog dinosaur. It’s easy to cast aside this traditional medium as antiquated and irrelevant against powerful platforms such as Facebook, Twitter and email, which can integrate video and use data analytics to target messages to a specific audience. But new research from a trio of scholars in the Netherlands shows that direct mail isn’t done yet. Their study finds that offline messages can boost online consumer activity through searches and clicks, while intensifying the effect of display advertising. The result is an increase in net sales.
    Producer/AuthorMSI
    URLhttps://www.msi.org/articles/do-offline-and-online-marketing-go-hand-in-hand/
    PersonsLara Lobschat, Lisan Lesscher, Peter Verhoef
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Keywords

  • Direct Mailing
  • Display Advertising
  • Synergy Effect
  • Offline-to-Online
  • Attribution Modeling