Follow the customer journey in the lead-up to Christmas
Data, data, data! We live off data. The more data we have the better off we are. The world of consumer conversion tracking is rapidly changing. We’re in a world where people are increasingly connected across a range of devices. We live in a fast paced, ‘I want it now’ society. Consumers are more often making quick decisions in the moment, provided what they need is at their fingertips. As advertisers, it’s important to not only be there when they need you, but also to be able to track the journey they’ve taken to get to the point of sale. Mobile browsing has increased, time spent in apps on mobile devices is increasing and advertising on mobiles has never been more important. Here we’ll look at offline conversion tracking and cross device tracking, including the developments in the industry and the benefits to you as an advertiser.
The recent Music Television (MTV) Awards made headlines in entertainment publications, print and offline, around the Western world. Topics which were trending for a couple of days contained ‘Kayne announces 2020 presidential candidacy’, ‘Nicki Minaj calls out Miley Cyrus’, and ‘Taylor Swift squad goals’. For any one person who takes notice of current affairs, news, or simply owns a smartphone, it was almost entirely impossible to escape hearing about or seeing mention of this year’s MTV Awards.
So you’re working a marketing professional on your Google AdWords account and traffic is coming through to the site with more relevancy and volume than before – there’s even those addictive numbers appearing in the Conversion column. Things are going great! In the midst of the initial stages of optimising a Google AdWords campaign it can be easy to get hooked up on the improvements and the numbers involved.
Any tool can be used by people to create or destroy; it all depends on the person. Humans are the major agents of impact and change on our earth. We are in control of our destiny. When we are all told that we are in control of our emotions, we agree. We are the ones in control of our behaviour, our decision-making. So imagine when someone tells you that, in fact, there are external factors which actually change the way you think, the decisions you make; we get rather defensive and believe this to be untrue. If you are completing a task as something as mundane as filling out a form, you are the one who decides which box to tick and which box not to tick… or are we? Are we living under the impression that our decisions are merely illusions?
At some stage or another, for any Australian SME, the daunting idea of a client/customer leaving a review on a social media website can be stressful, to say the least. Business owners obviously set out and start up a business with one goal in mind: to succeed. In order to succeed, they need to provide a seamless and perfectly executed client/customer experience. This includes all manner of business processes; human resources and recruitment, products and/or services tailored to meet their client/customer needs, after-care service systems, and the list goes on and on. And as with any business, if you employ staff to represent your business, whether that is to carry out a service or to sell a product, they are one of the many faces of your brand. Now we all know that we are not without fault and nobody is perfect, so a certain degree of human error needs to be taken into account. But what if this turns a current or potential client/customer away from your business? What if that then leads to an online review, for the entire world to see?