{"id":296707,"date":"2019-10-30T04:00:00","date_gmt":"2019-10-30T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/digital-marketing-clicks-vs-brick-and-mortar\/"},"modified":"2023-07-12T09:31:46","modified_gmt":"2023-07-12T09:31:46","slug":"digital-marketing-clicks-vs-brick-and-mortar","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/digital-marketing-clicks-vs-brick-and-mortar\/","title":{"rendered":"Clicks vs. Bricks: Finding the sweet spot in your digital ad buys"},"content":{"rendered":"

You\u2019ve probably heard the word buzzing around in the past several years: experiential. In marketing, it refers to a real-life brand experience that aims to be more memorable than traditional digital venues. With holiday buying<\/a> already underway, plenty of online and brick-and-mortar retailers are on the hunt for tricks of the trade to help them maximize their return during this busy season. Whether you sell online, in-store, or both, finding the balance between in-store and digital investments is crucial this time of year.<\/p>\n

[WATCH: Our Holiday Buying Unwrapped Webinar]<\/em><\/a><\/p>\n

One reason for the success of experiential marketing is that 93% of consumers<\/a> claim that live events have a larger influence on them than TV ads. Another 94% say that they are more likely to remember<\/a> a brand after an in-person experience. Though online has become the default for convenient transactions, we have seen that the physical act of shopping<\/a> still holds what could be a nostalgic allure for most consumers. Correspondingly, it encourages a level of brand loyalty that an online experience may not be able to reach.<\/p>\n

Marketing teams and their leaders are responding to these figures accordingly. The Global Brand Experience study<\/a> states that one-third of CMOs plan to use between 21% and 50% of their budgets for brand experience activations over the next several years. But just how to incorporate this data into a plan of action is still up for debate.<\/p>\n

For digital marketers, whose medium might not allow the kind of offline experience customers are asking for, these statistics might sound gloomy. When your customer has the option of making a purchase at any time, from anywhere, encouraging them to leave their home or workplace for a personal experience can be the hardest part of experiential marketing. The real challenge has always come down to getting consumers to hit the pavement and create some traffic in the real brick-and-mortar stores.<\/p>\n

Thankfully, there are some powerful online tools that can help get your customers offline and in-store. To test out what this looks like in the middle of the marketing funnel, where most experiential activations happen, we partnered with Kvik<\/a>, a Danish-design home goods retailer. One of their key goals was to drive in-store visitation by reaching new consumers who are in the market for a new kitchen.<\/p>\n

By using our Online Conversion Lift solution, Kvik experienced a 79% uplift in in-store visits. This is a total of 3,270 incremental visits that can be directly attributable to a few keys changes in their digital buying strategy:<\/p>\n