With technology becoming more and more of a staple in every day life, smart brands have been finding more opportunities than ever to connect with consumers around the globe. And while this creates opportunity for growth and discovery, it also push the guidelines to marketing.
These guidelines were established when using a desktop computer was still the thing to do and a cell phone actually had buttons on its screen. Since then technology has evolved and it’s now time for marketing strategies to do the same by utilizing these three new steps.
Source: Measurement: The Secret to Growth in a Mobile First World
November 2016 ThinkwithGoogle.com
Fifteen years ago, coming up with a marketing plan began with building a set of Key Performance Indicators (KPI) to understand the many feelings and influences consumers will experience when coming across digital media. And while this method proved to be effective then, in today’s world it doesn’t capture how mobile devices influence consumers and their latest purchases. Because of this, it is important to instead figure out what your core business goal is and tie your KPIs into that.
And with the change of KPI utilization also comes the change of the consumers’ journey. Instead of being a straight-line shot to your product, it is now more of a connect-the-dot coloring page that you might have missed a few points on. These are the gaps that you will have to fix by turning them in to something that can be tracked. A popular way marketers bridge these gaps is by regularly using estimates. This helps them to make more knowledgeable decisions based on a more accurate understanding of their consumers.
While estimates can be a great way to bridge the gaps, you must utilize experimentation and testing to achieve the best results. Experimentation and testing are great tools to have in your toolbox. Many marketers have been utilizing these tools to find opportunities on mobile devices that their brand might not be reaching. Because although it is important to recognize your goal and marketing gaps, it’s also important to recognize what your brand might not be reaching and prioritize any new found opportunities.
Just like technology, marketing strategies are always changing. To stay up to date with the latest marketing trends follow my blog. Please feel free to leave any tips and tricks you may have in the comments below!