The meteoric rise of digital advertising and the ubiquitous Internet has often caused people to “silo” the digital and “real” world. But more often the case than not, these realms are beginning to merge into a seamless experience. Think about “The Internet of Things.”
InReality just released a new study that shows 75% of in-store shoppers use their mobile device while shopping. That number was approximately 1% a mere 10 or 15 years ago. That’s a huge change. Our instant, constant access to the information superhighway has changed nearly everything.
But we wanted to share this for a different reason. Advertisers can’t silo the digital and real worlds. They are quickly becoming one of the same. So that digital advertising campaign’s ROI can’t be judged solely on online purchases or engagement, or whatever KPI’s are used.
While it’s still pretty difficult to quantify, this study shows that digital advertising can and will have real world, in-store impact as well. This isn’t news, necessarily.
But it’s a totally different way to view the sales funnel.