Integrated marketing returning?

A study by Retail Advertising and Marketing Association (RAMA) and BIGresearch reported in Adweek points to the still significant influence of traditional media in online purchase behaviors. About half of consumers in the study reported “taking cues” from old media to look up new media.

Traditional media has one big advantage over online media – big-dollar budgets that don’t have to produce a sale in 10 days! It’s good news for agencies that they can use traditional media’s vast budgets to drive traffic to the web (where hard ROI metrics reign supreme!) Likewise, companies wanting to convert traffic from websites to their stores can take comfort in the finding that 92% of respondents in the survey researched products online before hitting stores. Barnes & Noble is a good example of a retailer that pursues an integrated strategy – consumers receive email coupons they can redeem at stores while also enjoying the smooth shopping experience at www.barnesandnoble.com

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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