Increase Off-Line Sales With Online Advertising
In the April 2008 Issue of the Harvard Business Review, Magid Abraham of comScore wrote an article titled “The Off-Line Impact of Online Ads.” In it, Abraham states that for all the measurability and trackability offered by online advertising, the numbers often “don’t tell the whole story.” The surprising news that his firm often finds that “online campaigns increase sales more at advertisers’ retail cash registers than on their websites.”
Even thought the imagery of “cash registers” brings a retail storefront to mind, but the report is based on over the experience of over 2 million consumers who use the comScore software. The report aggregates results from 18 studies in the finance, travel, telecommunications, and retail sectors. In one case a retailer whose majority of sales came from it’s 
brick-and-mortar store locations saw a greater increase in sales from off-line buyers who were exposed to online advertising than from online buyers exposed to online advertising.
This is promising news for those of us in the online marketing arena. Your online advertising statistics, as positive as they may be, may be leaving out the best part!
online advertising is very efficient specially if you advertise your products on the PPC model “