In e-commerce, offline communication also contributes in generating web traffic

Challenge

TicketVeiling is an auction site where people can bid online on tickets for recreational outings. TicketVeiling’s revenue is generated entirely online. To attract new customers, TicketVeiling frequently uses offline advertising campaigns. However, the effectiveness of offline advertising is harder to measure than that of online advertising, which is why its effectiveness has so far been analyzed only in terms of brand awareness. TicketVeiling wanted to know whether their offline communications also contribute to generating web traffic and, ultimately, more online sales.

The approach

As a leading marketing research firm, Validators tackled TicketVeiling’s challenge through a thorough study. Our approach was to measure the effectiveness of offline advertising by analyzing its impact on web traffic and online sales. This would give TicketVeiling insight into the actual contribution of offline communication to the success of their e-commerce platform.

To measure the impact of offline communication on generating web traffic and online sales, we used a combination of qualitative and quantitative research. First, we conducted a survey among a representative sample of TicketVeiling’s target audience. In the survey, we asked about their brand awareness, media usage, and purchasing behavior on TicketVeiling. In addition, we conducted in-depth interviews with a selection of respondents to gain further insight into their motivations and decision-making process.

The result

Our research showed that offline communication has a significant impact on generating web traffic and, ultimately, on online sales. For example, 68% of respondents indicated that they visited the TicketVeiling website after seeing an offline advertisement. In addition, 55% said they actually made a purchase on TicketVeiling after seeing an offline advertisement. This contrasts with 33% of respondents who had only seen online advertisements.

Through the use of offline marketing, TicketVeiling has seen a significant increase in the number of visitors to its website and the number of online sales. Specifically, the number of visitors has risen by 25%, and online sales have increased by 40%. This has resulted in higher revenue and profits for TicketVeiling. Impact: These results demonstrate that offline marketing plays a key role in the success of TicketVeiling as an e-commerce platform. Through the use of offline advertising, TicketVeiling has not only increased brand awareness but has also actually generated more web traffic and online sales. This has a direct impact on TicketVeiling’s revenue and profit.

Concrete outcomes and follow-up

This study shows that, in e-commerce as well, the use of offline communication helps generate web traffic and ultimately leads to more online sales. By employing the right mix of offline and online communication, TicketVeiling can effectively reach its target audience and convince them to make purchases on its platform. These insights can help TicketVeiling further optimize its marketing strategy and thereby further enhance its success as an e-commerce platform.

In this case study, we have demonstrated that the effectiveness of offline communication can no longer be measured solely by brand awareness, but also by tangible results such as web traffic and online sales. This provides a more comprehensive picture of the impact of offline communication and its importance in the e-commerce world. As a leading marketing research agency, we remain committed to helping our clients, such as TicketVeiling, achieve success in their industry.