Location:Retail Real Estate :: Digital Strategy:Online Retail
When done well, they both increase traffic to a store. According to some experts in the field, the main objective of a Digital marketer is to drive traffic to the online store. This article (http://mashable.com/2013/11/30/visit-rate-metrics/) describes some tips for supporting successful web traffic driving campaigns. Once there, customers will purchase and company sales should increase. This logic would tell us that more traffic is ultimately goo traffic, BUT that isn't always the case.
Traffic is only good traffic if it yields results (aka: gets people to make a purchase). Just as with real estate, digital marketing has to draw a very specific clientele. To best describe what this looks like for in-person shopping, we'll use NYC as an example. Stores located on 5th or Madison Avenue between 30th and 60th street attract people who seek high-end items and are willing to spend a high price for high quality. Contrast this to people who shop in NYC's Chinatown -people looking for a deal- and you'll see that placing a high-end retail store in Chinatown is similar to advertizing for a cake store on a sneaker blog... it just doesn't make sense.
Effective digital marketing strategy finds people where they are, and shows them what they know they want to see.
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