????多年以來我們一致認(rèn)為，在線廣告與傳統(tǒng)廣告之間有著質(zhì)的差別；然而有沒有這樣一種可能，其實(shí)它的效果在大多數(shù)時候與印刷廣告相差無幾？

????如果近期一項(xiàng)新研究的結(jié)果可信的話，那么上述問題的答案或許是肯定的。分析機(jī)構(gòu)RapidBlue最近得出結(jié)論稱，谷歌（Google）關(guān)鍵字廣告的效果可以增加零售店的訪問量。RapidBlue在赫爾辛基的零售店安裝了傳感器，匿名監(jiān)控消費(fèi)者的行為，前后共研究了約4,800名購物者。研究顯示，關(guān)鍵字廣告增加了“實(shí)體零售店訪問量和顧客停留的時間，提高幅度達(dá)到了兩位數(shù)?！?/p>

????研究本身并沒有得出什么很重要的結(jié)論（它其實(shí)只是RapidBlue為傳感器產(chǎn)品采取的一種營銷手段），但這項(xiàng)研究再次證明，“線上搜索/線下采購”（市場營銷公司將這種行為稱為“ROPO”）的現(xiàn)象確實(shí)存在，廣告商可以充分利用消費(fèi)者的這種行為。這意味著，點(diǎn)擊率或成交量等指標(biāo)遠(yuǎn)沒有過去想象的那么重要，至少對于實(shí)體零售店來說確實(shí)如此。

????今年早些時候，波士頓咨詢公司（Boston Consulting）的一項(xiàng)研究發(fā)現(xiàn)，2010年，G-20國家的消費(fèi)者通過“ROPO”方式購物產(chǎn)生的開銷約為1.3萬億美元。約翰?科伊特賽在VentureBeat網(wǎng)站上寫道：如果RapidBlue公司的研究結(jié)果準(zhǔn)確無誤，它將“徹底顛覆在線廣告行業(yè)跟蹤投資成本與回報的傳統(tǒng)方式。”雖然這種說法有些夸大，但對于部分零售商而言，互聯(lián)網(wǎng)和雜志在某些方面的作用或許真的相差無幾。

????譯者：劉進(jìn)龍/汪皓

????After years thinking of online advertising as qualitatively different from regular advertising, could it be that it often works similarly to print advertising?

????Possibly, if the results of a new study are to be believed. Analytics firm RapidBlue hasdetermined that Google (GOOG) AdWords campaigns tend to increase visits to retail stores. The company, which places sensors in shops to anonymously monitor customer behavior, studied about 4,800 shoppers in Helsinki. The study showed AdWords campaigns increase "both brick-and-mortar retail [visits] and visitor dwell times by double-digit figures," the firm says.

????By itself, the study doesn't prove much (it's basically a marketing tool for RapidBlue's sensor product), but it adds to a growing pile of evidence that "research online/purchase offline" ("ROPO," marketers call it) is a real phenomenon, and that advertisers can take big advantage of it. This means that click-through rates, or counts of completed transactions, are perhaps less important metrics than had been thought, at least for brick-and-mortar retailers.

????A study earlier this year by Boston Consulting found that consumers in the G-20 countries spent about $1.3 trillion on goods in 2010 via "ROPO" shopping.

????If the results of the RapidBlue study are accurate, they "could upend the way the online advertising industry traditionally tracks costs and measures return on investment," writes John Koetsier at VentureBeat. That might be overstating the case, but it's possible that thinking of the Internet as being sort of the same as, say, a magazine might prove useful to some retailers.