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If my understanding is correct then what you mean by online marketing is Ecommerce . In that there is direct link between the2 . Any amount of promotion on online channels promoting the Ecommerce business will impact the retail shop in many ways .
1. Impact on Sales : Since online medium has no overhead costs like stores , rent, store maintenance they can subsidize the final product cost . Also since they stock the products in remote warehouses they save a lot on the holding cost of the product .
2. Impact on Expenses: People usually in case of fashion and high end electronic products usually visit the shop of the brand for trials and demo's but do not buy the product. This leads to expense for the brand in terms of maintaining good quality staff but with no sales leading to employee attrition due to lack of sales incentive
Hence the sales and promotion done on online mediums have direct impact on retail business
