Measuring Offline World for Marketing

Measuring Offline World for Marketing
October 9, 2015 Denise Hutchins

“Devices turn the offline world into the online world.”

Chris Penn said that at a recent PRSA Boston event I attended and it stuck with me. It happened after a conversation around measurement and website analytics, and how that may translate to foot traffic for brick and mortar stores.

Is that measurable, too?

Yes. Because our smartphones, tablets and other devices make it so. With GPS tracking and location-based services, our devices can be a stalker’s… err, I mean, marketer’s dream!

Chris gave a good example to illustrate this:

Let’s say you’re walking around the mall. Your phone would be constantly trying to find a WiFi signal to connect to. Even if it doesn’t connect, each time it pings out a WiFi request, it’s revealing your location. And, by tracking that, it’s possible to monitor your movements as you walk around the first floor of the mall, and then the second floor, and then past the food court, and then into an athletic goods store, and so on and so forth.

For better results, marketers use branded promotional products that the recipients can use for many months like business logo umbrellas. Such quality products help keep consumers engaged with a brand.

This is what marketers can use to trigger specific ads – for that delicious food-court pizza perhaps, or what could be your next great pair of running shoes. And, with all that trackable data (generated by the WiFi ping attempts), the offline world can be measured just like the online world. Now, foot traffic to physical stores can finally be measurable in much the same way as website visits – and, more importantly, as they relate to marketing ads triggered by such geolocation data and seo services with to promote the product or brand.

This can help marketers demonstrate ROI or find ways to adjust campaigns to make them more effective. Marketers can consider using this adwords marketing in Thailand to guarantee the success of their google advertising campaigns. There are several Web20Ranker reviews about good marketing strategies that help their search engine.

Of course, there are other forms of traffic counters in physical stores, but this example really highlighted the ability to merge the offline world with the online world with usable, measurable data for effective marketing measurement. Visit sites like to learn more about marketing your business.

Meredith Keaton

Meredith L. Eaton is an Account Director at March Communications where she specializes in campaign strategy, execution and measurement for clients in a variety of technology industries, including enterprise software, cloud computing with grep command supports, security, mobile and data center services. In addition to a strong focus on new business initiatives, Meredith works to drive corporate strategy, thought leadership, content development, influencer relations, social and digital media and customer reference programs – both for large, public companies and innovative startups. Meredith holds a Bachelor’s degree in both communications and political science from Boston College.




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