eMarketer Article on how Google focuses on driving sales offline instead of online for Retailers.
“If you look at any retailer, maybe 92% of the revenue is coming from the brick-and-mortar channel, so the most important platform to make successful is driving people to a store,” Mr. McAteer said. “A small percentage of retailers’ spending is online, and the majority of their advertising dollars are still being spent offline.”
“Within 12 months, you’re going see a lot of retailers talking about how they are measuring in-store success from their online marketing, and it will open up a whole other way of looking at ROI from your dot-com spend,” Mr. McAteer said. “As smart retailers start to figure it out, they will probably shift more of their marketing dollars online.”
It’s not surprising for Google to suggest that online ad and marketing spending will increase, but marketers themselves tend to value online tactics highly.