A report from Experian's PriceGrabber found that consumers want brand consistency from companies in stores and on the web.

A report from Experian’s PriceGrabber found that American consumers are planning to use several different channels for shopping in 2012. As such, marketers should be sure that branding campaigns are consistent whether on the web, in mobile apps or in brick-and-mortar stores.

PriceGrabber’s research found that 42 percent of consumers plan to do most of their shopping online, and 12 percent will spend most of their time in stores. However, 45 percent will combine these access points to find the best value for their money.

To target the majority of consumers likely to spend in stores and on the web, marketers should launch content marketing campaigns that feature similar product descriptions, brand language, prices and other branding messages on the web and in stores.

Moreover, an online presence is increasingly important as consumers and B2B buyers alike turn to the web to conduct research, even when they plan to purchase in stores. PriceGrabber found that electronics and apparel are seeing increased research activity on the web.

Brafton recently reported that the fashion industry specifically has seen more interest from shoppers on the web. Clothing companies have been aggressive in launching content marketing campaigns that leverage new technologies to bring innovative material and options to prospects on the web.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.