Advertising Age Article Abstract
Getting Shoppers From Search to Store
How to Capitalize on the Online-Offline Connection
What's the difference between national and local advertising? Draw two columns on a piece of paper, and you can probably list quite a few differences. But online they start to disappear. Sure, the original assumption about how the internet would affect brands -- that e-commerce would triumph over traditional retailing -- hasn't exactly panned out. But don't let the failure of e-commerce to replace local bricks-and-mortar shops obscure a more important trend: the impact of the internet on in-store sales. ...