What The Real Industry Folks Have To Say About Multi-Channel Marketing

Recently, ShopLocal (the company I work for) just hosted a really great webinar, with the help of Mediaweek. During this webinar that had about 200 people participating so we thought it would be fun to run a few interactive polls that I found particularly insightful. Keep in mind that the audience answering these questions were online marketing and advertising industry folks, so the data is pretty meaningful and telling. The biggest news flash that I can see is that people are not yet putting their money in what research and consumers are telling them.

Q: What % of your/your client's media budget is spent online to drive offline sales?

• 12% responded - None of the budget is spent on this type of marketing
• 41% responded - 1% to 5% of the budget is spent on this type of marketing
  
• 18% responded - 6% to 10% of the budget is spent on this type of marketing
• 29% responded - greater than 15% of the budget is spent on this type of marketing

Q: What Is The Biggest Challenge You Face in Leveraging The Internet To Drive Offline Sales?

• Reallocation of budgets / spending - 32%
• Challenges associated with putting local offers online - 18%
• Measurement of results / effectiveness - 34%
• Other - 16%
  

Q: Which Online Methods Do You Use Most Often To Drive Offline Sales?

• Email - 28%
• Search Engine Marketing (SEM) - 22%
• Online Catalogs / Circulars - 8%
• Online Advertising Featuring Offline Offers - 42%

If you are interested in downloading the presentation from this webinar, click here