Internet Magazine
We must have imagined a future where the physical, material business has been left behind. Street shops and shops are abandoned. The web is hanging on the shelves and the shops. The weeds grow out of the cracked floor. And then it's all down. Everything falls to the obsession of the power of Progress. In this vision, technology makes traditional business useless, cherished. The consumers of the future will ask: " Why go to the store when all this is easy to buy online? "
Mobile and real world mix
We can see this happening today. Almost any thoughtful action can be implemented online. Electronic commerce is growing, fuelled by a growing and complex digital advertising.
The whole Internet, which is almost 1 billion active websites, now lives in our pockets.
But is that so? Is it really only a matter of time when the shops on our streets will be the echo of our cherished past in anticipation of a demolition?
Not exactly.
Ritail is still important.
Presuming that an expanding and complicated digital advertisement, especially a mobile, will turn off the consumers from offline magazine, is the easy thing to do. But that assumption doesn't make it right.
Electronic commerce has been growing for many years, but in offline magazins, 93 per cent of all sales (data 1 quarter 2015) continue.
While most of the procurement process can indeed begin online, it eventually ends at the front of a real store.
So let's not think about mobile advertising as a force that turns off offline magazine consumers, as can be seen in the utopian future as an " captured " electronic commerce.
Instead, let us consider mobile advertising as what it really is: a tool that can deliver your message, whatever it is, as many target addresses as possible, wherever they are.
In some cases, it's an advertisement, it can really be on your website, an Internet store. But in others, it can also lead directly to your real store or office. And, in fact, there's no instrument or form of advertising that would be better suited to it than mobile advertising.
Mobile customers sent to your rhythale store
Let's introduce our middle, modern buyer. He has an idea in his head about the product he wants to buy. But at the beginning, he needs a study. It is now possible to guarantee that such a market study and product characteristics will be conducted online by gathering information from different sites, comparing brands, seeking feedback from previous buyers.