In digital marketing, gone are the days of
separating mobile and desktop customers.
Marketing and PR pros must adapt to the growing
number of smartphone users who consult their mobile devices before making a
Google reports that in order to meet this growing
trend, marketers should account for new conversion types and think about
measurement in a way that connects with consumers using various screens and
“Many businesses still measure conversions and cost
per acquisition for mobile devices and desktop separately ,” a recent Think
with Google report says. “They’re not accounting for micro-moments that happen
on numerous screens in a consumer’s path to purchase. You don’t have mobile
customers and desktop customers. You just have customers.”
Mobile marketing comes into play most when consumers
take action. Google considers these “micro-moments” to be opportunities for
brand managers to meet their customers where decisions are being made.
Recent Google/Nielsen data show that when users use
their smartphones to help make a decision, 57 percent are more likely to visit
a store, 39 percent more likely to call a business and 51 percent more likely
to make that purchase.
Marketing and PR pros can best connect with
consumers on an array of screens using these four tactics:
Look beyond mobile sales
Whether consumers are looking for prices, sizes or
reviews, it’s important to consider all the ways they’re using mobile access to
connect with your brand.
AdWords —Google’s paid advertisement division—can
measure the full scope of your digital spending. From in-store purchases to
impulse buys using apps, this tool can help determine which platforms
influenced your sales the most.
Satisfy multi-device behavior
From performing searches to watching videos,
Google/Ipsos data show that 90 percent of consumers use their smartphones for
what’s called “everyday use.” This is often tracked using analytical data.
Forty percent of consumers use their mobile devices
to research a product before they make a purchase through desktop access. These
consumers have a greater chance of being influenced by marketing. Determining
what channels are driving these purchases is called attribution.
The article—“ The Path to Better Measurement:
Analytics and Attribution ”—advises marketers to pay attention to the conversation
rates of both options.
Use analytics to better understand your customer’s
experience, and then use attribution to gauge the success of your marketing
efforts. Combined, these tactics can drive your audience to places where they
can engage with you and other consumers—and you can convert them into
Measure phone calls and app installs
BIA/Kelsey data show that mobile phone calls convert
customers at a higher rather than website visits. Marketers should consider a
mobile call the same as a mobile conversion.
Installing your organization’s mobile app doesn’t
mean you have a new customer. Google marketers advise treating app users as
high-value customers—even if their purchases don’t happen on your app.
Here’s how Walgreen’s exemplified this strategy from
a recent case study :
Walgreens’ app let customers refill prescriptions
via SMS or a barcode scan and launched a “web pick-up” feature that let people
order on their phones and pick up in-store. Between 2011 and 2012, Walgreens
doubled mobile app downloads and saw 52 percent of digital refills come from
mobile phones (a rate of one mobile refill per second). Walgreens discovered
that shoppers who use the app spend six times more than shoppers who don’t.
Manage consumers through all departments
From brand marketing to merchandising efforts, the
effect that “micro-moment” analysis can have on your organization depends on
your ability to coordinate initiatives. Your consumers have different things
that drive them; it’s important to approach your marketing strategy with a
mindset that includes feedback from a variety of departments.
Make sure your teams are talking to each other and
tracking goals and results together. Offer incentives or encourage regular
meetings to improve interdepartmental communication.
PR Daily readers, what strategies have you employed
to connect with your consumers through various mobile devices and offline?
This post was originally published here: How Marketers Should Connect With Mobile-Focused