Analysts said the United States 25 largest advertising on the main line marketing often mistakes

Market consultancy firm Sterling Market Intelligence chief commentator Greg Sterling recently published remarks. Online marketing that the main goal should be to guide consumers to line entities shops make a purchase. This comment from the perspective of the 25 largest U.S. advertisers, we find that they have made online advertising often flawed.

"In the national advertising and local advertising What is the difference between it. On a piece of paper to draw two columns, you can easily list their different, but the online world, the differences in their disappearance." Greg Sterlin That our initial assumption that the Internet will influence this brand, which is e-commerce instead of the traditional retail, but this did not happen. However, despite e-commerce could not replace the bricks and mortar cement, but it can not conceal a more important trend: the Internet to shop sales.

In the mid-1990s, there have been a lot of publicity and speculation, which is the traditional stores will embark on e-commerce end of its resources, while some smaller retailers national and international marketing platform. Ten years have passed, the reality is another kind of pattern.

The world's largest retail site Amazon (Amazon) the founder and CEO Jeff Bezos in 2005 early optimistic projections: the purchase of online retail industry will eventually account for 10% to 15%. But so far, we still away from this goal Well, in fact, can eventually achieve this goal is an unknown. Ministry of Commerce said that U.S. retail e-commerce in the whole of the share of four percent, and this proportion has maintained a good few quarters. Despite the downturn in the economic situation, e-commerce to the pace of the advance over traditional retail stores, but the line consumer buying behavior remains important.

Jupiter and Forrester (now merged into one of the company) research institutions predicted the Internet in the next five years will affect roughly 1 trillion U.S. dollars of the line consumer. Whether it is 1 trillion U.S. dollars, or 800 billion U.S. dollars. This projection is on consumer behaviour in terms of precision. This online and offline connectivity is a profound trend, marketing and brand their land is extremely overlooked this trend, let alone from this trend in the mining interests.

The Internet has already evolved into the consumer line to buy the main search tool. A research organization in May found that: in those entities from the recent purchase of shops in the consumer electronics products on behalf of the people, 80 percent of the people from those they visited the site in the shop to buy the product. Data also showed that 89 percent bought from the shops in the consumer goods were the first online survey. There are more data can show that this trend: consumers online research, but under the purchase online.

Experience has shown that consumers consider the Internet in the stage was the most use. Traditional media such as television, print magazines or newspapers often will stimulate online research, which in turn lead to local retailers in line to buy.

Most of brands and marketing in traditional media campaign and Internet integration (not just in the ad join the URL address) is slow. The online advertising and they are usually unable to guide people to a specific point of sale to buy ads in the products or services.

All the top 25 U.S. advertisers, Procter & Gamble to by Warren. Buffett created Berkshire Hathaway investment group, at the local shops are selling a product or service. In this sense, they should be treated as local advertisers, but most do so in line brand advertising, the only player in a national television advertising the essence.

Consumers want to buy what their decision, they usually want to know where to buy. Online advertising, brand advertising and direct-ads can be linked together to provide consumers "where to buy the information." Local search and display ads directed a successful campaign is the key.

From the marketing and agency point of view, from online to line the track is not perfect. But good tools in local development orientation. Major national brands and marketing, if not on-line advertising activity embedded in the local information, then they will be missed very important, consumer research and make online shoppers by the search produced an important opportunity to buy.