Only 10% of brand conversations take place online.
Google stated recently that 97% of commerce still happens off line
The shopping malls of Europe are not devoid of people on a Saturday afternoon because they are sitting at home being online.
A large percentage of our digital activity drives people into traditional bricks and mortar - even if the final sale doesn't place there.
We need to remember that in most cases, it is not a case of one or the other but both.
Our audience will expect us to realise this and expect us to be consistent