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Customer Journey Interruption: How to increase performance results in a challenging environment

In today’s challenging and ever-changing marketing landscape, companies of all industries are struggling to gain traction with target audiences to produce mutually beneficial outcomes. When developing a strategy for increasing return on investment (ROI), there are a few factors that need to be considered for marketing outside of the basic audience segments.

                Is the creative engaging?

                Is the landing page easy to navigate?

               What analytical resources exist?

Creative Importance

The relevance, resonance, and timeliness of your ad creative and message will dictate whether a prospective customer visits your website or moves on with their search. By developing creative that is engaging and representative of the service or product, it will increase user actions and engagement. Additionally, by including a call to action (CTA) prominently on the creative, it will illicit higher clicks and more qualified website traffic. A simple “learn more,” “call now,” or “shop here” will create a sense of urgency for users, which often makes the target audience more likely to engage with the advertisement.

Humans, by nature, are interested in eye-catching images or videos that allow them to feel an emotion. The colors utilized also play a role in this emotional engagement. For example, dark creatives with black or high intensity contrasts convey a sense of aggression or fear. This has the power to potentially influence customers into thinking now is the time to act. A creative that elicits a sense of safety can cause the consumer to move on and forget about the advertisement they just saw. First impressions are everything, this not only goes for the advertisement itself but also the landing page of a website that the ad leads to for users. Every aspect leads back to the overall customer experience.

 

Landing Page Requirements

The landing page or website page that is visited must have 3 primary characteristics for users to stay and complete desired actions:

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  1. Fast load times Due to our fast-paced society, and the need for instant gratification, users will (on average) leave the webpage if does not load within a few seconds of the click.

 

  1. Ease of use Navigation is key. Websites that require users to do multiple page scrolls to find the product or service they are searching for will often leave them frustrated or resentful of the brand. Today’s technology allows us to find a location with ease and takes us directly to the location as quickly as possible.

 

  1. Mobile friendly and responsive design – According to recent data (Nielsen), mobile device usage has reached an all-time high for social media platforms, streaming services, and website browsing. Mobile-friendly websites are imperative for a positive user experience and can directly impact paid advertising performance.

With so many website development tools and access to high speed internet, there is no excuse for creating a poor user experience. Ensure that the website is easy to navigate by creating a products or services menu near the top of the screen. Again, make sure the website opens quickly and completely on all device types. Finally, employ the use of analytics to determine where users are dropping off and understand where optimizations can be made. Due to the elimination of cookies, companies are struggling to reach their audiences and drive them to their improved websites. Learn more about the cookie-less future of advertising here.

 

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Analytical Resources

Many of the digital platforms that are leveraged regularly for integrated marketing strategies, such as the Trade Desk, Facebook, Google Analytics, and Google Ads, can help boost advertising and website performance while providing a better picture of the full story.

When looking into the metrics, an in-depth view into all areas that could impact the overall performance is critical. Depending on the platform, looking into reports that contain data on reach and frequency, audience segment performance, and geographic performance can help provide additional visibility. This can influence decision-making and identify new areas of optimization that would not have been possible otherwise.

Especially in the current environment, performance should be evaluated on more than just clicks and impressions. It should be analyzed from all angles to ensure that critical thinking is used to determine outcomes. In addition, focusing on metrics such as cost per click (CPC), conversion rate (CVR), and what bid strategy is in place allows for heightened tracking and optimization options.

 

Utilizing Behavioral Data

In addition to performance data, leveraging external resources for industry benchmarks and statistics is essential to remaining on the leading edge. According to Adweek, 76% of marketers fail to use behavioral data for online targeting. By adding tracking link UTMs and pixels through Google Analytics (not impacted by the elimination of the third-party cookie), marketers can review data and optimize their websites to help reach the overall advertising goals and objectives.

Social media also plays a vital role in the current marketing environment. Organic and paid advertising strategies can be put in place to further target your intended audience by serving them relevant ads that will fit in with that of their regular newsfeed. Plus, now more than ever, individuals are looking to reviews from brands that feature influencers that they trust. Working with an influencer who believes in your product or service will only increase the chances of positive brand recognition and favorability in a user’s consideration set. Also, never discount the effects of word of mouth advertising, especially when an influencer is authentic. Learn more about finding the right influencer here.

 

Develop New Connections

Finally, integrate traditional marketing with digital connections. While this sounds counterintuitive, incorporating digital abilities within conventional ad strategies can help create a unique, personalized, and integrated experience for the user. This can be done by adding QR codes to print advertisements or on a television commercial. Rather than seeing the ad and having to search for the website or page that contains material, users can simply scan the QR code and be driven to the source of information. Due to COVID-19, most of the population is now familiar with QR codes from restaurants using them to decrease the spread of bacteria on menus. These codes can also be linked to data-producing sites and allow for further development from behavioral data.

Marketers are facing new challenges every day. Staying current on techniques and strategies can help separate you from your competitors while also ensuring the most engaging and positive experience for prospective and existing Discover the benefits Infinity Marketing can bring to any company buy checking out our Media and analytics capabilities.

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