Archive for December 2008

Track online to in-store… good article

Just came across this article on an internet marketing blog. The author makes a good point about online advertising getting credit for driving in-store sales at retailers, given that to date, most of the online advertising out there cannot be tracked in-store and hence does not get sales credit from the rest of the organization. This is a problem of sales attribution, meaning did the sales come from traditional advertising or online advertising? Check out the article for a good shout-out and good read…

People search on google and buy in-store… Who would have thought?

I was recently sent the following article by a colleague of mine that describes in lots of detail the dynamic Google is facing whereby people search on Google, click on text ads and then somehow end up buying in a physical store. Check out the article here. google If you’ve been reading my blog for a while, you know that I’m a huge advocate of cross-channel marketing and believer that the internet does a better job driving in-store purchasing behavior than it does for online purchases in many cases. This article talks about how Google understands this dynamic and is focused on small merchants as a way to drive sales into their physical stores. The problem is that in most cases, nobody knows the actual sales that result from Google searches in-store. There no tracking right now to show the magnitude of this impact. barcodes We’re applying our in-store tracking technology to a variety of initiatives and are exploring how to track search marketing (and specific keywords) on in-store sales. Pretty cool stuff. I felt this article was speaking to a lot of what we’re focused on at RevTrax given we’re all about tracking online ads to in-store sales. Anyway, check out the article to get a good feel for what the market is talking about regarding offline purchase transactions. Pretty interesting stuff…

Digital media is surviving in a down economy…

I was recently checking out a blog post from a friend of mine, Peter Bordes, over at MediaTrust / AdValiant, which can be found here. The blog post goes into some numbers to show that online media, also known as interactive advertising, is actually growing while the rest of the economy is slumping. newspapers The growth numbers obviously aren’t as good as last year (we are in a recession), but are positive nonetheless. Traditional media is getting crushed with newspaper companies like Tribune going under and journalists declaring advertising in an advertising recession. For all the doom and gloom out there, there are some good pieces of news. Check it out if you get a chance by clicking on the above links.

Speaking gig…

I was invited a couple months ago to speak in January at the upcoming Affiliate Summit Conference in Las Vegas. I’ll be presenting on the future of online marketing / advertising as a way to drive and track in-store sales… They also gave me a cool website badge… check it out… The conference is January 11th to January 13th. More information can be found here. affiliate