There is often a missing link between where people spend time -- online -- and where they spend money -- in physical locations, like restaurants and stores. Bridging the gap between online marketing and offline sales is one of the primary goals of businesses in the digital era. The challenge is simple to understand. A big chunk of our time, and over $40 billion of the world’s annual ad dollars, is spent online, yet over 90% of purchasing still happens offline .
Offline shopping is still going strong
The time we spend online influences our behavior in the real world. Consider this stat: online sales are only 7% of the economy, but 47% of offline sales were influenced by the web in some way.Nearly half of an American adult’s day is spent browsing websites, checking email and looking at social media. Since ad spending tends to flow to where people are spending their time, it makes sense that it’s moving to digital media. By 2021 spending on digital marketing will hit $120 billion, or 46% of all ad revenue. However, at that time, e-commerce sales will still only be about 17% of the economy.