New Ways to Track Digital Consumer Behavior
March 6, 2019
The marketing world is an ever-changing environment where advertisers are constantly playing catch-up with avid consumers. However difficult it may be to keep up with changing times, it’s imperative that marketers keep tabs on all types of digital consumer behavior. Maintaining a keen eye on this activity will help marketers to better serve their customers, providing a top-notch customer experience and encouraging brand loyalty. Here are a few tools you can use to track digital consumer behavior in today’s marketing climate.
Digital marketing has many different touchpoints that can be reached by an interested consumer. Emails, social media, search engines and your company website all represent different ways in which a consumer can interact with your brand online. However, it would be naive to assume that each person that accesses any of these touchpoints is a unique individual. In reality, it’s more likely that one person is utilizing any number of touchpoints on their path to purchase. Your job, as a marketer, is to link all of them together.
Fortunately, this is a job that’s easier than it might seem. A link in an email connects an email subscriber to their website activity. A QR code links an in-store shopper with their digital behavior. A social media subscriber that clicks through to your website leaves behind a clear path to their identity. These are clues that marketers must pick up on in order to create a full omnichannel picture of all of their marketing touchpoints working together. Without these pieces in place, it’s impossible to create a complete path to purchase.
Surveys are a marketing staple, but they’ve traditionally consisted of asking several questions of customers that landed on your site. That’s one problem right there — because you’re dealing with interested consumers, your data is already skewed. What if you could ask a series of general questions to your target audience — whether they’re on your site or through a dedicated surveys app — and get honest feedback from the people whose opinions you most value?
Google Surveys makes this possible by not only functioning like a usual survey but by adding that extra layer of data marketers have come to expect from Google. Instead of asking demographic questions, your survey will only go to those individuals that fit into your desired specifications. Better yet, all the awkward demographic questions that people never want to answer will be automatically populated based on Google’s pre-existing research. It’s a great way for you to get the digital consumer behavior information you need to launch your next campaign, and to get it quickly.
Google Business Profile Manager
When most people want to find something new, they’ll usually start with a search engine. Your SEO strategy should already be making potential customers aware of your business. So when those prospects then enter the name of your company into the search bar, you want to make sure they have everything they need to feel confident supporting your business.
Google Business Profile Manager allows companies to list tons of pertinent information right in the search engine results. You can include basic information, such as your address, phone number and website URL. But you can also mention upcoming deals and current promotions, and that’s where tracking consumer behavior becomes essential. When you know what makes people respond to your Google Business Profile Manager listing, you’ll have a better idea of how to entice new customers of all types. You can then use those insights in your other forms of marketing, like social media and email marketing.
Keeping up with the never-ending changing world of digital consumer behavior is challenging for all businesses. Using these new tools will help you to stay on top of your audience’s behavior, increasing your chances of achieving your digital marketing goals.