<p>Measurement and analytics are crucial to a successful online marketing campaign, but the <a href="http://blog.searchenginewatch.com/blog/080407-092700">relationship between online marketing and offline purchases</a> has been a tricky one to figure out. But as more attention is given to the matter, we're learning more about the connection.</p>

<p>Media measurement company, Nielsen Online, conducted a survey to examine the relationship between online research and offline purchases. They found that 80% of participants who had recently bought consumer electronics from a brick and mortar store whose site they visited first.</p>

<ul><li>53% bought from the site where they spent the most time.</li><li>58% would choose the internet if they could only use one channel to conduct product research on consumer electronics. Only 25% chose the brick and mortar store.</li></ul>

<p>Nielsen used "pet food" as another category to examine the online/offline connection. They used this category to examine a niche that might not need as much research. I personally think this was a bad topic for that purpose due to last year's pet food crisis. But let's check out the data anyway.</p>

<p>Here's the percentages of pet food survey participants who would use the internet to research each topic. </p>

<ul><li>48% Learn about nutritional specifications</li><li>45% Learn about product ingredients</li><li>45% Learn about recalls</li><li>40% Learn more about safety issues</li><li>40% Find sales/promotions</li></ul>

<p>Of course, as we learned yesterday, more and more people are <a href="http://blog.searchenginewatch.com/blog/080721-110630">turning to the internet to make purchases due to rising gas costs</a>. </p>

<p>But the message is clear, online marketing and company websites impact consumer purchasing decisions.</p>

<p>What do you think of the data? Share your thoughts in the comments.<br />
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Read entire article: 80% Buy from a Store Whose Site They Previously Visited