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3 Steps to Bridge the Gap Between Online and Offline Channels
By: Meltwater
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Imagine you’re browsing online for a pair of hiking shoes for your upcoming trip to the Yosemite. You make a mental note of a few pairs and decide to visit the store nearby to try them on. As you approach the store, you receive a push notification on your phone that one of the pairs of shoes you were looking at is now 20% off. Score!! You make a beeline for those shoes, try them on, and buy them. The next day, you get an email promoting the perfect pair of wool hiking socks to go along with the shoes.

This may seem like a rather seamless experience, but what you may not realize is that there’s quite a lot going on in the back-end that connects these different channels to deliver that experience. In the example above, website, mobile, in-store, and email were all used—listening and responding to your different actions..

Connecting online and offline experiences is not a new endeavor; many marketers understand the need for it. However, what many don’t recognize is its potential to make a significant impact on bottom line goals—like revenue. To influence the entire customer journey, it’s important to look at entire customer experience across channels, not in silos. Online marketing affects offline behavior and vice versa. In fact, according to Econsultancy, 40% of online searchers make a purchase after being influenced by an offline channel. With this understanding, marketers can pull the necessary levers in their toolkit to optimize and achieve their desired results.

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About the Author
This article was first published by Meltwater.com. A link to the original article follows the post. www.meltwater.com/blog
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