When it comes to driving in-store sales in a cost-effectively, mobile advertisement has bubbled to the surface in a dramatic manner. The caveat, however is that it must be deployed in a data-driven, location-context-aware way in order to deliver maximum value. This may sound like a no-brainer, but it is easier said than done, and in many cases the strategy and the execution are not on the same page.
In order to better appreciate why it is hard, a bit of a history lesson is in order.
In the modern, social media driven world, it is often quite easy to obtain feedback from consumers on a brand or a product. Sometimes, based on the consumer’s experience, this feedback can arrive unsolicited! There are numerous solutions available to measure, in near real-time, sentiment about a brand or product. Thanks to twitter, we can now even measure the sentiment on an advertisement for a brand or product, in real-time.
It is a brave new world.
This wasn’t always the case. There was a time, not too long ago, when marketers had to conduct research and interviews and tests, all designed to identify a consumer problem and then measure their effectiveness to solve that problem. Assuming they could solve the problem, additional research and development was needed to identify key value propositions, competitive analysis, pricing strategies, customer motivation in order to embrace a new solution. This was exhausting work and it was a blend of science, art, and a good measure of instinct.
Most high performing marketing teams embrace a combination of disciplines that span both the traditional marketing paradigm, and modern methodologies. We commonly see this expressed via channel selection, or marketing mix. When a consumer is on their brand or product journey, i.e., awareness, consideration, conversion, loyalty, promoter, different channels can work in either leading or supporting ways to enhance and amplify the desired message. These channels may include direct mail, email, mobile, digital, social media, among others.
One channel alone cannot carry the burden for the entire brand or product throughout this journey. Every channel, for the most part, has importance as part of a true omni-channel strategy. Specific niche brands or products may not need to leverage multiple channels; it depends on where the critical mass of their core audience is learning about their offering, and making the decision to purchase, engage, or pass on the brand.
With that said, leveraging mobile to effectively drive in-store sales requires one specific heavy lift on the part of the platform deploying the campaign. This means shoring up blind spots that naturally exist between “online” and “offline” behaviors. For example, marrying together Google searches with historic location visits is a burden for many platforms. Adding high-value data such as demographics and psychographics is even harder, and far less common.
When these multiple, disparate virtual and physical elements are merged, magic begins to happen. The better the data, and the better the location contextual awareness, the more impressive the magic becomes! When it’s done seamlessly, on a platform that can cultivate audiences in real time, deliver media units to that audience, and seamlessly measure actual (deterministic) foot fall on the back-end, that’s the marketing equivalent of Harry Houdini!
Serving multiple impressions, sometimes called “micro moments,” requires identifying signals of intent on the part of the consumer. These signals can be detected very early in the consumer’s journey, when they are most open to suggestion. The more considered the purchase, such as high-value items or life-event based transactions, the longer that journey is and the more opportunities marketers have to motivate that consumer in-store.
Pitney Bowes provides a managed service that to help retailers identify prospects, deliver right-time mobile messages, accurately measure the impact of our campaigns, and drive in-store sales.