When Online Turns Offline
In theory, one of the unique benefits about online advertising, versus print or broadcast, is the ability to fully measure the effect of the ad. You post a listing on a third-party site such as Cars.com, a shopper sees it and calls or clicks, and you have instant feedback that the ad did its job. It’s even easy to run a report that shows how many calls, clicks, chats or other contacts you received off your online ads that day, week, month, etc. Yet those reports fail to tell the whole story. A recent groundbreaking study conducted by Cars.com found that for every two customers who contact you by phone or email, a third will simply visit the store. So that you’re not missing out on this traffic, let’s look at how you can measure the full value your online marketing efforts deliver.