WP#14: Are Your Customers Influenced Online, Offline or Both?

This Paper discusses the following premise: That the ratio of Offline to Online Influence in the majority of B2B markets is directly proportional to the perceived ticket price of the product or service in question. The lower the price, the greater the Online Influence. The higher the price, the greater the Offline Influence. This raises the obvious question. If this is the case why do vendors selling higher-value products (say >$1000) try to influence at all online? And if it is simply a straight-line graph, why aren’t marketing depts. spending accordingly?