2/20/2023 0 Comments 1focus quick start![]() The bottom line? By paying close attention to how customers interact with your brand and products, marketers can better understand user preferences, the value of each touch point, and prime moments to influence the customer. It can help you explore how marketing channels typically influence purchase decisions in your vertical. Image courtesy: Think with Googleįor a high-level overview of key moments in your customers’ online purchase journey, check out this customer journey tool from Think with Google (shown above). While there’s no easy way to connect actions across devices or offline, marketers should look for ways to measure engagement well before the last action their customers take. All activities, from product discovery on social media to what happens after purchase, map to stages in the customer purchase journey that marketers can influence. In my example, the mobile touch points before the final purchase on desktop heavily influenced the customer’s decision to buy, but they receive no credit for the assist. Last click attribution would attribute that sale to “direct,” with no marketing influence. One week later, the shopper is at work, goes directly to the retail site on his desktop and makes a purchase. ![]() The next day, the shopper opens an email promoting your product on his phone but doesn’t click through to purchase. In limiting ourselves to last-click attribution, we’re missing the bigger picture and major opportunities to influence purchase decisions.įor instance: A shopper discovers your product while perusing Facebook on his mobile device. But this attribution model doesn’t reflect the value of other touch points leading up to conversion. Results-focused as we are, performance marketers tend to place the most value on the “last click” for measuring results. Here’s our take on how performance marketers can make their customer experience their competitive advantage. With a renewed focus on customer needs, marketers are prioritizing the discovery of key moments in customer engagement, influencing purchase decisions during those key moments, and providing positive experiences that bring shoppers back for more. That’s why t op performing online retailers are increasingly tuning in to the customer experience. Efforts across performance marketing, e-commerce, digital, and branding need to be ever-more sophisticated to drive returns. ![]() Performance marketing in retail is only growing more competitive and crowded.
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