When shoppers start on their buying journey, we know they often take a complex path through a variety of digital and traditional media to research and locate products and services.
They may start their discovery by browsing through brick-and-mortar retail locations, then jump to a more in-depth online investigation and remain online through the purchase. The reverse happens as well, with shoppers clicking through websites and social media, then seeking a local store to buy or pick up. Of course, consumers jump back and forth between online and in-person too. Again, the buyer’s journey can be complex.
So, what’s a marketer to do? Check out our Franchise Update article to find out.
Read the original post on Franchising.com to learn how your advertising can influence consumers as they shift between online and offline media.