Businesses are increasingly shifting toward online marketing. However, the effects of offline and online marketing on consumer behavior have not been comparatively examined. A team of Japanese researchers demonstrated that offline promotional media increase cognitive engagement and consequently promote consumers’ behavioral responses (e.g., coupon redemptions), especially those with low brand attachment. Although offline marketing was associated with high costs, it increased product sales. Thus, marketing teams should recalibrate their views on offline marketing. Marketers today increasingly rely on online platforms like mobile apps, social media, and direct email to deliver…
Read MoreOffline versus online promotional media: Which drives better consumer engagement and behavioral responses?
