With a rapidly growing population of mobile users (3.6 Billion), today; it becomes important for businesses to create robust customer engagement; if they are to stay in the challenging market competition. Subsequently, digital marketing professionals must adapt to the evolving consumer behavior; who now consult their Smartphones and mobile devices before making a purchase.
Google suggests marketers should think about new strategies to connect with consumers through different digital marketing channels to gain quality conversions. For brand managers to meet their customers, mobile marketing plays a vital role. A recent Google Analytics report indicates that smartphones help the users make a decision, 57% users visit a store, 39% users will call a business to inquire and 51% users will make an online purchase.
With such positive figures, marketing professionals can connect with consumers employing these four tactics:
Evaluate Your Brand’s Reach Beyond Mobile Sales
It is important to consider all the available options to advertise and promote your products; when customers are searching for your brand/product reviews, prices and sizes on their smart devices. Google Adwords is the paid advertisement method that can put your digital marketing in full-steam. This tool allows you to determine the platforms that deeply influence your sales; whether it is shopping from the mobile app or from an in-store.
Fulfill Multi-Device Consumer Behavior
Google Analytics data indicate that 90% of consumers use their smartphones for performing searches and watching videos. About 40% of smartphone users research a product on their mobile phones before they make a purchase via desktop access. This elite group of consumers has a better chance of being influenced by marketing. Digital Marketers therefore should determine the channels that drive sales for their customers.
Marketers should study the analytics to understand the consumer experience and behavior, and use the pre-determined marketing channels to evaluate the success of their marketing efforts. By combining these strategies marketers can drive targeted audience to the store/website, where companies can engage with the consumers and convert them into customers.
Evaluate Phone Calls & Installed Apps Metrics
A recent Market & Advertising report indicates that phone calls convert customers at a higher rate than website visits. Google suggests that organizations should treat app users as a high-value customer, even if they do not make an instant purchase; because someday they will turn into loyal customers.
A recent study conducted by a Digital Marketing agency saw a 52% digital refills of prescription came from mobile phones via SMS or a barcode scan through an app. The professionals discovered that shoppers who used the app spent six times more than shoppers who did not.
Manage Consumers Through All Channels and Departments
The effect micro-analysis can have on your organization greatly depends on your ability to coordinate initiatives. Since your consumer behavior is driven by different factors; therefore it is important to approach your marketing strategy that includes a feedback option from different channels and departments – from brand marketing to merchandising.
Offer incentives or motivate your teams to improve cross-functional communication in the organization to tracking business goals and results.