An omnichannel approach combining online and offline selling can help brands increase the impact of their sales strategy by 32% compared to those that don't, according to an analysis of more than 200 brand campaigns from Analytic Partners.

Why it matters

Online shopping saw rapid growth among consumers in 2020 and advertisers responded - e-commerce advertising spend grew an estimated 18.3% in 2020. However, this research shows traditional media can also have a significant impact on online sales. This means it is vital that marketers have a balanced media mix that delivers both short- and long-term effectiveness....