The Fifth Avenue of Cyberspace

 The Fifth Avenue of Cyberspace

Almost every company in the modern era has an online presence, and it doesn't take much digging to figure out why. Now, it might mean nothing more than an online business card for certain companies, allowing potential customers to easily remember the company's phone number and physical location. Having a business in the 21st century without a website to back it up is practically unthinkable.

Looking at the corporate world outside of cyberspace and the one on the internet reveals some significant distinctions. A lot of enterprises still haven't figured out how to strike a balance between their online and offline activities, even if some have mastered it (like concert ticket promoters or booksellers).

However, more and more companies are realizing that cyberspace can be an integral part of their marketing strategy, bringing in customers straight from their online presence, as the internet's validity as a marketplace and business tool is increasingly acknowledged.

Like the coupon program in the newspaper or the billboards outside the store, the online effort on the corporate website can become an integral part of the store's operation to the point where the manager's salary is dependent on sales generated online. As far as the store manager is concerned, cyberspace on aisle five is an essential component of their business strategy.

Businesses follow a methodical procedure when they utilize the internet to capture web traffic and convert it into in-store traffic. Internet shoppers are people, too! This may sound like stating the obvious, but it's really the key to converting web surfers into in-store buyers.

This cyberspace jargon about your website having X number of "hits" and Z number of browsers going to Y number of pages simply means that X number of people visited your site and looked at Y number of products, ads, or services. This is what businesspeople see when they look at those strange internet traffic reports. The same real, breathing people who will enter your storefront and purchase your wares are those people.

The only thing left is to figure out how to get those online buyers to actually visit the stores. Plus, there's a growing trend among companies to run online deals that aim to lure people into physical stores. A few excellent ways to accomplish it include...

• Discount codes that can only be used in-store rather than online. * Purchases are made online and picked up at a physical location. Shipment to the customer may be the preferred method of purchase for many online buyers. This means you'll need to "sweeten the pot" by offering free shipping or a discount for in-store pickup as a means of encouraging customers to make in-person purchases. Am I stating the obvious? * By publicizing upcoming in-store events. For an in-store book signing with a famous author or musician, you can launch a massive online marketing campaign. The higher sales will cover the expenditures of the campaign and the in-store event.

Customers who are regulars at your store will quickly become accustomed to checking your website for weekly sales and promotions in order to find out what's hot and then making a purchase in-store to take advantage of it. Consistent progress like this is what propels a synergy to new heights and entices people to seek out "cyberspace on aisle five" at your store. 

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