As the economy continues to turn around, there are some elements that retailers should apply to better leverage the comeback. From a paid search perspective, Gibson recommends that retailers update their keywords based on incoming inventory.

During the recession, many retailers cut back on their inventory. Now that the economy is starting to improve, they are ordering more products. Gibson says retailers need to make sure that their new inventory is represented in paid search. He also adds that retailers need to optimize pages to guarantee that they are found in the search engines. Ultimately, no one will benefit if the new inventory cannot be found.

Gibson also tells WebProNews that The Rimm-Kaufman Group is adding products. In the past, the company focused primarily on paid search. As Gibson explains, it is now adding an attribution management component that will help its clients understand what is happening outside of paid search. RKG will talk with clients about the data it collects and help them build an attribution model.

Offline marketing interactions with customers involve TV, radio, print, direct mail, or catalogs. Online marketing interactions include social media, content/display, search, and email. Offline conversions come by phone or by going into the store. Online conversions occur through a website or by email.

In a perfect world, all customers would either react only to online marketing methods or only to offline marketing efforts. Unfortunately for marketers and retailers, it’s not a perfect world and customers mix it up. Customers may search online, place a call to the calling center, go to the website, or go into the store before they take action. Every customer behaves differently which makes if difficult for marketers to track their online and offline marketing programs.

Ryan says marketers and retailers have to understand their customers. Observe the customer and be aware when they’re talking about you. If they are talking about you on social media sites, listen to them first and maybe even connect with them.

Do not however, forget about offline marketing efforts. Understand the customers sequence of action and which programs they are using to find you. Once you realize where your value lies, maximize those programs to their fullest potential so that you do not miss out on any profit.