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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.

Brand Social Media Management Strategies

What is it about social media that makes brands pay so close attention to it? Why are brands focusing their marketing efforts in identifying, planning, and implementing different social media strategies? Social media is a deep well of brand growth opportunities. Social media gives brands a voice to engage with and influence their customers. Social media assists in driving leads and closing sales. Social media makes or breaks a brand.

Social media management is much more than just creating a post, attaching a photo, and posting it on your Facebook business page. To generate awareness, engagement, and, ideally, sales, content strategy must be in line with the business’ social media goals before posting on multiple social platforms. Posting content randomly and frequently without a goal should not be the way marketers do social media marketing.  Look beyond Facebook and maximize your reach with Twitter, G+, and other popular social channels. 

Facebook, Twitter and G+ Aren’t Created Equal

What works for one social media channel may not work for another. Each platform has its own guidelines and restrictions, its own marketing tools and tips. Marketers are asked to put a lot of effort in acquiring an extensive knowledge in identifying and targeting audiences of, running ads in, and optimizing content for a specific channel to come up with a sound digital marketing strategy. Each platform is different from the other so it is up to digital marketing companies to figure out how these differences can work to their advantage.

Facebook

Marketers can create and maintain multiple Facebook business pages. They can design and publish different types of content – text, links, photos, videos – although image posts tend to do better than text-based posts. Facebook’s News Feed algorithm favor visually appealing and mobile friendly image posts, which get the highest amount of engagement. Facebook’s paid advertising tools include audience targeting, calls to action, and streamlined ad buying.

Twitter

Twitter was designed for the mobile audience so it lets marketers reach the audience through engaging tweets (limited to 140 characters) and rich media content. Brands can build their personality in Twitter where they can converse with their followers in real time and follow their audience back. Marketers can target more users through Twitter’s paid product offering, Promoted Tweets.  

Pinterest

Pinterest allows marketers to create and curate content by “pinning” original photos and infographics and “repinning” content from other users. Brands showcase their product offerings and drive traffic to their website by attaching a link on the pins. Companies in the business of art, fashion, and beauty, industries that appeal to their market with a constant stream of visuals, have become prevalent on the site.    

Adoption, Engagement and Conversion

Social media management strategies is essential in advancing a company’s marketing campaign. Brands must be engaging via social media but the function of social media management is not limited to a conversation between brand and audience. An effective social media strategy converts their target audience into actual customers purchasing the product or service offered by the brand.