Can online advertising drive in-store sales?

Developments in technology and tracking are helping marketers to understand consumers’ shopping habits better than ever before.

However, the path customers take to purchasing a product is becoming increasingly complex, which can make it difficult to determine the most effective approach to driving sales.

The best results from online advertising come from not only being able to understand this consumer journey, but also being able to feed the data and customer insights learnt back into campaigns.

“More than a quarter (28%) of UK consumers admit they would be more likely to immediately visit a store if they were served an ad for that shop while they were in walking distance”

Tom Salmon, Epiphany

People are increasingly consuming media on the move, with online search and advertising driving in-store sales as well as online, which opens up the opportunity for local ad targeting.

Digital agency Epiphany’s managing director Tom Salmon says: “It’s all about using the data you have to determine the most relevant time, device and location to serve someone useful content or an ad.

“More than a quarter (28%) of UK consumers admit they would be more likely to immediately visit a store if they were served an ad for that shop while they were in walking distance.”

Relevant and useful

Equally as important is using data and customer understanding to create the most relevant and useful ad content.

Almost half (46%) of UK consumers agree that if they searched for a product online and found it was available in a nearby store, they would be more likely to go and purchase that product in-store.

“By understanding this motivation to purchase, retailers can feed product availability and stock-level data into their PPC and display ads,” says Salmon.

By continually analysing the data and feeding the findings back into advertising strategies, retailers can create intelligent and sophisticated ads which maximise the efficiency of their online marketing spend.

The worlds of advertising, content and customer experience are coming together.