MediaPost article on online-to-offline search marketing

Great article by Laurie Sullivan at MediaPost on coupons and tracking online paid search marketing to offline sales for AMF Bowling. Coupons have always been a great way to entice customers to purchase products or services. Coupons, as well as other redeemable incentives, have the unique ability to track the impact of an ad or marketing tactic on the resulting sales, either in-store or online. In the traditional marketing world of coupons, a marketer knows how many coupons she puts out there and how many are redeemed. Pretty basic math… In the online world, things get a lot more complicated. Marketers are beginning to make the necessary changes to manage their digital direct marketing efforts in the ways that allow them to measure performance relative to their more traditional efforts…

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