Winning Plays

  • Buying online is big and growing (133 million online buyers in 2006). Shopping online is even bigger and growing faster (85% of online users shopped online in 2006). Integrating advertising, online shopping, and offline and online buying into a multichannel experience strategy is critical for success. Multichannel shoppers often pick up extra items and spend more overall than single-channel shoppers, generating incremental revenue at little cost. Most offline retailers now have online buying, and even internet pure plays have adopted a multichannel approach. Determine how your brand can exploit a multichannel strategy.

  • It is critical to make your online shopping site as engaging as possible, as only 4 out of 10 consumers come to a shopping site with a committed brand in mind. Innovation and creative offers have proven to find new buyers during an online shopping trip. Whether directed immediately to an online buying site or encouraged to visit a retail store via ads, these newfound buyers purchase at a high level of probability.

  • Marketers are learning that online shopping and/or buying sites need to reflect a genuine commitment to the consumer. They need to reflect the brand or company personality and leverage in-depth knowledge of purchasing drivers. E-commerce afterthoughts don’t cut it in today’s competitive multichannel retail environment. The least effective shopping and/or buying sites are those designed just by the IT department that do not have a broader advertising ...

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