In the first article in this series, we identified what direct-to-consumer is and illustrated how mobile can help D2C brands. In this article, we will highlight how D2C and traditional brands can benefit from digital channels and create improved customer experiences using the data and analytics they glean.
First, a Word on Data
We live in unprecedented times: in the next year, 1.7 megabytes of new information will be generated for every person on the planet...per second. For marketers, that’s both good and bad news: having data on consumers’ actions and preferences provides a fantastic opportunity to deliver more targeted campaigns...but it’s easy to get overwhelmed with the sheer amount of information available.
The key to leveraging analytics and data is to zero in on which data points are relevant to a specific marketing goal. Then actually use that data to drive better results, otherwise, it’s useless.
Now let’s look at some specific examples of analytics that can help drive better results with digital marketing for direct-to-consumer and traditional brands.
A Comprehensive Marketing Strategy Drives Brand Awareness
Whether you use social media, email, mobile wallet, digital ads...or all of the above, everything you do online creates more awareness of your brand. Studies show that consumers need to be exposed to your brand (through these marketing channels) seven times before it really sinks into their brains and they are motivated to buy.
But how do you know which channels are actually nudging people to make a purchase? Analytics will tell you. Just peek at your website analytics dashboard to find out which sites or channels people came from to your site to make a purchase, and you’ll know which channels to invest more time and energy into.
Marketing Data Helps Improve the Customer Experience
In the past, marketers had to guess what customers wanted simply because they didn’t have the resources to really know what they wanted. Now, data gives you so many granular details on that customer experience.
For every campaign you run, regardless of the channel, look at results. Maybe you invested in a social media ad for a month. You can look at how many people clicked the ad or content, and then how many of those people bought from you. If you see a lot of clicks but few buys, it may be because your ad copy was misleading and people didn’t find what they expected on your site. Tweak the copy and try again.
Or maybe you have a special mobile wallet promotion. The data you’d care about would be how many people saved the offer and how many people redeemed it. If you saw a high redemption rate, you know you’re onto something with this offer, and you can create similar campaigns in the future.
Location Data Tells You Where Your Customers Are
One of the great features of mobile marketing is location-based marketing. Not only can you attract shoppers who are near your retail store, but you can also get great data on where people are.
For example, if you set up a geofence around your competitor’s store, triggering a mobile offer if a shopper is in proximity to it, you can discover just how much traffic you’re diverting away from the competition. You can also test out beacon offers in the store and track how many sales of a particular product or category you can drive with the right coupon offer.
The data is there for the taking. With tools like website analytics, social media insights, and Vibes advanced analytics, all you have to do is use that information to improve the customer experience.