I have been explaining that offline and online success is closely related to offline efforts. It is now known that online is the future of actual commerce but no one remembers a site url and especially when the desire to purchase is present. The search traffic is also a derivitive of easily available information that drives interest in other areas for people.
For instance the baby boomers spend more then 1.5 trillion dollars per year and offline marketing will spur online consumer purchase. For savvy marketers this article shows what many belived to exist but many things to balance for effective results.

This is more of a balancing between two seperated industries, Search and Traditional Marketing.

Great points! So often, companies forget that increasing conversion is about increasing your OVERALL conversion rate. Customers don’t care if they bought from you online or at the store; their experience with your brand should be continuous.