The consumer-company relationship has evolved. When it comes to the consumers, they are interacting with companies in different ways. You will also see a rise in expectations among consumers. These changes are a challenge for the marketing team in terms of their strategies in promoting products and consumers.
For any marketing team, their goal is to come up with a marketing strategy that should be the perfect mix of tools to create an impact. For example, you’ll know better if you should use emails or Facebook ads. Not a lot of consumers go to your website directly to buy something.
Prior to arriving to your website, consumers pass through a series of ads and messages. You can track the behavior of your consumers with the aid of marketing attribution. When your Instagram ads get more conversion than your YouTube ads, this trend will give you an idea where you should be putting your money’s worth.
In a nutshell, marketing attribution is the process of discovering which platforms your customers interacted before buying your service or product. These platforms can range from a promotional email to a TV commercial.
When you get a promotional email, you should know that this is not given to you by random. Many companies ensure to outline the journey of each of their customers. This predefined process has all the steps that most customers go through before they decide to make any purchases from you. Usually, you get a promotional item when you are already at the point of the process that alerts the company that you are ready to buy their products or services. You get this email when events are coming your way with offers and big discounts to give you.
The behavior of consumers is monitored by companies through different models. With the marketing attribution model, a set of rules is provided to companies. This set of rules serves as a guide to direct companies how much credit or importance they should assign to a platform used in campaign.
A platform or channel is a means in which your customers will be able to engage in you. These platforms or channels range from social media sties, email, your blog, and other avenues.
You can figure out which platform drives more of your customers towards buying from you with the use of marketing attribution modeling. The conversions each platform leads to in the company will be given credit by this particular marketing model. There are different kinds of marketing attribution models that you can use with your company. Being the company owner, the kind of model you select will have some effect on the results that you get as a company. Using the right model has the power to give you the best results for your company. You can learn more about these models when you tap into the right sources. You can get them online or through an expert marketing firm.