The Myth of Online Conversion for Everything

Many people buying digital media are looking to see an actual purchase consummated online as part of their online advertising campaign. In most cases, this is not, actually an achievable or relevant goal because relatively few goods are actually purchased online. No one buys cars, snacks, movie tickets, sodas, pet food, and many other categories of products online. In fact, even some products you may buy online: electronics, clothing, toys, etc. the vast majority of people purchase in the physical world.

A massive amount of product research and learning happens online, but the actual purchase typically happens in the physical world. In fact, as more and more of our media consumption moves to the Internet, the place we learn about products will increasingly be the web.

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