The time has come to stop talking about online in isolation of offline. Any separation between the two is a thing of the past since we, as consumers, already live in a fused world.

Last year, a study by comScore Networks found that an average of 63% of online searchers who proceeded to complete a purchase did so offline rather than online. Just as online and offline shopping have fused into a single experience, marketers have the opportunity to follow suit by fusing their isolated marketing efforts into a single initiative.

During the past couple of years, you've probably come across many hints on how to bridge gaps between online and offline marketing, such as companies that display unique toll-free telephone numbers online so that calls can be traced back to the user's online activity. However, while many trends have been discussed, it seems that a systematic discussion of online-offline fusion marketing is missing.

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