Measuring Mobile Advertising and The Buying Cycle
Introducing Your Brand Through Mobile Advertising
The mobile buying cycle consists of a “before, during, and after”. At every phase, marketers are required to drive engagement so mobile users move on to the next phase of the cycle until a purchase made. And even after making a purchase, strategies are devised and executed to build customer loyalty – the main driving factor for repeat consumer spend. Mobile advertising touches on all points of the buying cycle.
The purchasing journey of the present-day shopper begins with their mobile device. The start point, or discovery phase, is comprised of the brand’s approaches in attracting and engaging its target audience. Any approach used by the brand in this phase sets up the initial introduction to your brand. With so many businesses competing for attention online, digital marketing companies get their brands noticed in social media by creating sharable content, informing consumers on the latest products and services, and engaging the audience in conversation (likes, comments, replies). How the brand is presented online is key to its success. Other ways on how mobile advertising can catch the attention of consumers are display ads, video, photo galleries, apps, and gamification.
The next phase is “during the purchase”, which is the most crucial step for brands to generate revenue. From social media to a company website’s relevant landing page, convey what makes your product or service remarkable and what its value is. Persuade with the appropriate call-to-action (e.g. Buy now!) and provide a link or a button that leads the mobile user to an order form or a store number to close the deal.
Tracking Impact Over Conversions
The final phase, the “after” in the mobile buying cycle, is the point where marketers need to track conversions and analyze the impression measurement. Tracking impressions in mobile advertising is important in accurately measuring the impact of a brand’s online display campaign.
From the First interaction, the attribution assigning all credit to touch points that initiated the conversion paths, to the Last interaction, attribution assigning credit to the final touch points or the clicks before the conversion, marketers compare how these attribution models impact your marketing channels and use the gathered data to improve future campaigns. Tracking impact over conversions give better insight for growing brands and large companies to increase their ROI and drive brand loyalty with their customers.
Get A Birds-Eye View of Your Customer’s Buying Cycle
A mobile advertising plan takes into account all the factors that shape the purchasing journey of your customer. Know what your goals are. Are you looking to increase sales leads or email signups? Research your market and your competition. What is the right approach to engage the audience? What mobile platforms do you choose to lead the customer to your website? What kind of content are you creating to define your message? Visuals like photos and video content enhances the social media engagement and the overall buying cycle. When it’s time to purchase, marketers can track and analyze buying behavior through Google Analytics and later on, optimize future mobile marketing campaigns.