Companies don’t always exist exclusively in the real or virtual world and neither should their marketing campaigns. Some consumers prefer buying products through physical channels while others prefer online channels. Companies find themselves managing the complexity of both broad channels to improve sales. These sales may not be based in a single marketing channel and may be more associated with the use of multiple marketing channels working together. An article in the Journal of Marketing Research offers greater insight into cross-channel effects on traditional, online display and paid search advertising. They found that a single marketing channel cannot account for the total purchase rate of products/services (Dinner, Van Heerde, & Neslin, 2014). Consumers may have a particular on or off line preference for purchasing but regularly use the Internet to search out and research their chosen items. The totality of both online and offline purchases is a combination of usi
The blog discusses current affairs and development of national economic and social health through unique idea generation. Consider the blog a type of thought experiment where ideas are generated to be pondered but should never be considered definitive as a final conclusion. It is just a pathway to understanding and one may equally reject as accept ideas as theoretical dribble. New perspectives, new opportunities, for a new generation. “The price of freedom is eternal vigilance.”—Thomas Jefferson