If you read our Introduction to Marketing Attribution, you have an idea of what it is and why it’s the next step in marketing strategy…important stuff! In this post we’ll get down to what you really want to know: what can marketing attribution do for your business?
Marketing money goes where it‘s most effective
In a nutshell, this is the purpose behind marketing attribution. You’ll be able to see everything from what first engaged customers to social media interactions, search terms to how long it took customers to contact you or purchase your goods or services, and the final step that convinced them to go for it.
Armed with this information, you’ll be able to direct your marketing budget into areas that matter most and pull back on spending in less effective channels. Marketing attribution will show you exactly what works and what doesn’t. It’s all about ROI.
You have insight into your customers’ behaviour
There’s the argument that marketing attribution holds insight for online marketing alone and won’t help with your offline efforts. If you are working with a marketing agency or department who looks at data and sees nothing else, then yes, it’s true.
But what if your data shows a significant number of people are accessing your website on a smartphone? Not only would this tell you your website had better be mobile-friendly, it would also tell you your offline marketing materials (such as pamphlets or flyers) should feature a QR Code smartphone users can scan to take them directly to online content. It would tell you that opt-in SMS marketing is something you should consider, and, in order to capitalize on a large part of your market, you have to consider they’re on-the-go.
Behind marketing attribution data are people. The insights are there you just have to interpret them.
You understand how your digital marketing channels work together
The internet is a vast, cluttered landscape. In order to market online you must understand this,
Successful online marketing involves winning moments that matter, and winning them in succession.
Marketing attribution shows how your different online marketing channels such as websites, social media, paid search marketing and ads all work together. This allows you to streamline these channels and win the moments that matter. Say your marketing attribution shows your Facebook posts are the biggest sources of traffic for your website and, in turn, your contact information, then you know to consistently embed links in your Facebook posts in order to keep drawing traffic. Marketing Attribution will show you which keywords bring people to you and how effective your paid search marketing is in terms of sales. It makes it easier and quicker to get people where you want them to be, and on the internet, where spending even 10 minutes on a search engine feels like the real-life equivalent of months, the importance of such efficiency cannot be overstated.
To find out more about marketing attribution, check out the previous installment in this series: An Introduction to Marketing Attribution. Up next we’ll be looking at three possible pitfalls of marketing attribution and, more importantly, what you can do to avoid them.
Whitehead Agency Group is a leading Toronto, Ontario, healthcare marketing agency with over 25 years of specialized health and wellness experience.
Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at firstname.lastname@example.org to arrange a complimentary, no-obligation review of your current marketing.