Online advertising disconnected to stores

Author: Nick Cole

Categories: Marketing Strategy
Tags: SP Group
Nick Cole: “Some of the research that we've seen, actually online and above the line advertising, is actually quite disconnected with some of the things that we see in store, so what we do is work with some of our customers to try and encourage them to a) connect that together but I think a lot of the consumers nowadays it's about price point and what value they are seeing from the offer or the brand that they're looking at. So although they are influenced by a lot above the line, there is an enormous amount of influence on in store purchasing and those decisions are still made a lot in store."
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