We continue our list of 10 digital trends we see impacting our clients’ business during the coming year.
If you haven’t read the previous post we recommend you start here: Countdown 10 Digital Trends to Watch in 2017 – #10
9) Mobile Gets Physical
The ability of mobile devices to track users throughout their daily routine continues to increase. While mobile is a growing part of the shopping journey, the majority of retail sales still occur in a brick-and-mortar location. Through the location services enabled on one’s smartphone, vendors and advertisers can capture exactly where an individual has been, down to the specific store visited. From this pinpointed information, advertisers can tell if a person entered a store or other geographical location after being exposed to one of their ads, bridging the gap between the digital and physical worlds.
Since a large majority of phones have their location services turned on and mobile usage is increasing every year, the capabilities of vendors is growing. Mobile location data providers such as PlaceIQ have been able to provide this type of data and more recently, Google and Facebook can provide store lift data when comparing exposed vs. unexposed customers. By combining this location information with a strategic media plan, advertisers are now receiving a much deeper level of insight and campaign performance to determine where to best invest their budgets. More specifically we are now able to gauge the success of a video tactic (which historically drive fewer website actions than other tactics) by how many people it drove to a location. To take it even one step further, location data providers can also offer surveys to determine the specific reason a user visited that store. For example, after a car dealership visit, a consumer could receive a survey asking for more information, such as what kind of vehicle they were they shopping for.
Any time a campaign has a goal to drive customers to a specific geographic location such as a store or restaurant, it is recommended to include some sort of location attribution tracking. This will only increase overall learnings of the campaign and provide results that go beyond what can be measured on a website. Mobile advertising is growing rapidly and the industry will continue to become more sophisticated in the collection and use of mobile data to the benefit of advertisers.