The 2024 Marketer’s Playbook for Drive-to-Web and Drive-to-Store Success

Marta Pérez

April 29, 2024

The 2024 Marketer’s Playbook for Drive-to-Web and Drive-to-Store Success

With every swipe, tap, and shared post, consumers are painting a digital footprint that spells out their shopping behavior in more detail than ever before. In our fast-paced, digital landscape, businesses that master the compelling dance between online and offline marketing hold the ticket to enhanced brand loyalty, increased conversions, and a harmonious shopping experience for their customers.

What is Drive-to-web?

"Drive-to-web" in marketing refers to strategies designed to direct online customers to specific websites. These strategies aim to attract consumers to online platforms, such as web pages, to encourage interaction and possibly conversion. This involves using various marketing techniques and tactics to lead users from different channels, such as social media ads, emails, or online searches, to a website with the goal of generating traffic and potentially sales or conversions. "Drive-to-web" is a fundamental part of digital strategies to increase brand visibility and online engagement.

What is Drive-to-store?

Drive-to-store is a set of marketing strategies and techniques designed to attract customers from the online/digital world to a physical retail location or point of sale. The key aspects of drive-to-store marketing are:

  • It leverages data and targeting capabilities to reach consumers when they are near or on their way to a physical store location.
  • It aims to bridge the gap between online and offline shopping by driving online users to make purchases in-store.
  • Common techniques include geotargeting, location-based advertising, click-to-map functionality, and omnichannel campaigns that integrate mobile, digital, and offline channels.
  • The goal is to increase in-store foot traffic, sales, and the "ROPO" (research online, purchase offline) effect, as physical retail sales still account for the majority of overall sales.
  • Measuring the success of drive-to-store campaigns often involves tracking incremental store visits and in-store sales attributed to the digital marketing efforts.

Why Drive-to-Web and Drive-to-Store Marketing Strategies Matter in 2024

In the current digital renaissance, the shopping experience has transcended the four walls of the store, spilling out into the world wide web with unfettered glee. Consumers may be walking down Main Street with their eyes on their phones, but the web-weaving they're doing is paving new paths for savvy marketers, opening up opportunities to connect, engage, and convert like never before.

The confluence of online and offline marketing, often referred to as 'phygital' marketing, is shaping up to be a watershed for retailers in 2024. Companies that once existed solely in physical spaces and those born in the digital age are finding the need to bridge the gap to remain competitive. After all, the customer’s wishes are not binary. They want the ease of online shopping coupled with the tactile joy of a store visit. It’s a dance, and businesses must learn the steps or risk losing the lead.

Learn how to create successful drive-to-store campaigns in this article.

Unpacking Drive-to-Web Marketing in 2024

Drive-to-Web marketing encapsulates the strategies used to push consumers from their 'real' lives to their digital presence - be it website, app, or subscription. Whether through SEO mastery, seductive social media campaigns, or influencer partnerships, the end game is the same: increase online traffic and conversions.

New developments and trends in SEO are making this avenue richer ground for customer acquisition. AI algorithms are more sophisticated than ever, understanding not just words but the intent behind them. Tailoring content to these semantic nuances can catapult a website up the search ranks more decisively than simple keyword stuffing.

But SEO is just the tip of the search engine iceberg. Voice search optimization is a burgeoning field, as more and more consumers solicit their digital assistants for shopping advice. Marketers who can crack the conversational code of voice queries stand to gain a significant advantage in attracting these users.

Influencer partnerships, the darlings of digital marketing, are also finding new, more data-driven strategies, coupling influencer appeal with the precision of matching content to specific audiences. Tools that find influencers based on their actual audience data, rather than their follower count, are helping to ensure that the voice which beckons to your online store is directly speaking to your potential customers.

Navigating Drive-to-Store Strategies with Mobile Wallet Marketing

Bringing a customer to your store is akin to luring the proverbial horse to water and ensuring it drinks. In a world where the customer’s wallet is on their phone, understanding mobile wallet marketing and the power of wallet passes is critical.

Mobile wallet marketing is omnichannel at its best, as relevant in your offline store as it is in your customer's pocket. Wallet passes are like the golden ticket of customer retention, providing a simple tool for loyalty programs, offers, and information right where it’s most accessible - in the consumer's mobile wallet.

Location-based services (LBS) have always been powerful tools for the physical retailer, offering promotions and notifications to prospective shoppers based on their physical proximity to a store. LBS have taken a quantum leap, not just in accuracy but in subtlety. No longer is the consumer bombarded with push notifications. Rather, LBS are becoming part of a personalized and enriched shopping experience.

With JeriPass and strategic integration of location-based services, businesses can elevate their drive-to-store strategies to new heights, creating memorable experiences that foster lasting customer relationships and drive sustained growth.

Discover JeriPass, your ultimate companion in the realm of mobile wallet marketing. JeriPass empowers businesses to seamlessly integrate wallet passes into their marketing arsenal, revolutionizing customer engagement and retention. With JeriPass, creating, distributing, and managing wallet passes becomes a breeze, enabling businesses to deliver personalized offers, loyalty programs, and essential information directly to their customers' mobile wallets.

Increase customer loyalty interaction by +50% 

We compiled a complete document about Mobile Wallet Marketing applications and use cases to guide our clients in how to elevate their Marketing Strategies with the integration of Wallet Pass.
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