Getting Shoppers From Search to Store
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août 25, 2008 · News Feed from Advertising Age
What's the difference between national and local advertising? Draw two columns on a piece of paper, and you can probably list quite a few differences. But online they start to disappear. Sure, the original assumption about how the internet would affect brands — that e-commerce would triumph over traditional retailing — hasn't exactly panned out. But don't let the failure of e-commerce to replace local bricks-and-mortar shops obscure a more important trend: the impact of the internet on in-store sales.
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