The interdependent relationship that exists between online advertising and marketing campaigns and the offline universe is a fact. What we did not know was to what extent we could quantify this link. Up to now. And it is that a recent report by the consulting firm Deloitte establishes that the influence of the digital environment has multiplied by four in the last three years with regard to the sales generated by physical establishments directly dependent on electronic support.

To do this, Deloitte has analyzed the behavior of more than 3,000 consumers, a heterogeneous sample of users in the United States whose data have revealed interesting conclusions. The most important, perhaps, is to determine monetarily to what extent online investment influences offline sales. Thus, this company argues that for every dollar that brands invest in online advertising 64 cents are invested in the spending that consumers carry out in physical stores.

A significant figure because it is far, and far, from the result obtained in 2012, when this figure barely reached 14 cents for every dollar invested in electronic support. In this sense, Deloitte not only defends the  Latvia phone number list   digital influence in the calculation of sales in physical establishments, but also attributes this increase to a specific reason: the use that consumers make of their mobile devices.

In the same way, those responsible for the research maintain that companies tend to use inadequate metrics to analyze the behavior of their online investment, taking as a starting point the sales they make through e-commerce and leaving in the background the influence that this support it generates in physical sales.

That is why, they denounce, in 2014 electronic commerce represented around 300,000 million dollars in sales alone in the United States, 7% of total sales. However, marketers don’t realize that in-store sales from online campaigns were five times this number. In parallel, the research also suggests that in the last five years the main sellers have lost 2% in joint market share, equivalent to 64,000 million dollars, while the digital market has multiplied. It is, in the words of those responsible for the research, “a real change in the competitive dynamics” of brands, which has the online environment as the main equalizer of investment efforts.

In fact, Deloitte research supports the evolution that the digital universe is experiencing and how it is influencing consumer behavior. In this sense, mobile devices are now the media that can most influence customers’ purchasing decisions, although at least in their conscious variant, they say they are not concerned. Specifically, according to this company, in the study carried out they found that consumers largely use their mobile devices when buying in physical establishments although most of them say they do not do so to carry out price comparisons. In fact, this percentage was 30% lower than the number of people likely to buy prices in physical stores than a year ago.

Similarly, the influence of smartphones only on total sales in physical stores rose in the same period of time by 9%, going from 19% last year to 28% today. This is because consumers use this device to perform other functions, such as generating ideas or being inspired by their purchases. Similarly, Deloitte confirms the influence of social networks on users’ offline purchases. And it is that consumers who said using mobile devices while shopping was 20% higher than the rate registered a year ago. In fact, most of them accessed these devices through social platforms. Thus, users who accessed social networks while making their purchases recognized that they were up to four times more likely to spend more than if they did not use these means.

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