As marketers, we’re always looking for ways to be more effective with marketing spends, new insights and new ways to measure success. Whether a retailer, fuel company or multinational corporation, analysing consumer behaviours and innovating attribution techniques is key to driving continuous improvement. In this article, Footfall and Online campaign synergy are explored as a way to connect offline and online.
Sectors that generally thrive off of face-to-face interaction have had to adapt strategies due to the COVID-19 pandemic. Whilst e-commerce has grown significantly and continues to reshape the retail landscapes, it’s important to recognise how both online and offline can combine to result in the most effective solutions following the disruption from the pandemic in 2020.
Footfall intelligence is able to bring the worlds of offline and online together.
Footfall intelligence is Mobile Journey’s method of attributing mobile marketing activity to actual in-store visits. Mobile Journey uses real-time data and proprietary technology to optimise campaigns, deliver ROI improvement and store visitation uplift. Footfall intelligence provides an extensive level of insight, bridging the gap between online marketing efforts, and the subsequent offline results.
How to measure Footfall?
The key to measuring Footfall is through utilising SDK integrations and bid-stream data with local active apps. Installed by users, the local active apps enable the data controller with opt-in data to build audiences in real-time and optimise this towards store visitations.
Steps to Footfall Intelligence:
- Media is bought whilst using first and third-party data to inform strategy from creative to selection of publishers to targeting audiences and locations.
- Location tracking through SDK integrations and Bid-stream data through GPS, WiFi, Telco and IP connections.
- Footfall verification through first and third-parties local footfall partners as well as Mobile Journey’s proprietary technology.
Following the national lockdown in 2020 across European countries due to the COVID-19 outbreak, many marketers have been forced to adapt growth strategies to fit within the restrictions on movement and stores throughout the continent. In the UK, with a return of retail scheduled in for mid-April and an expected increase of in-store visits, marketers will be preparing campaigns and look for ways to plan smarter than ever before.
High impact footfall standalone campaigns prior to the national lockdowns have been extended into online campaigns. Through utilising the deeper insights of audiences from the dynamic targeting in Footfall Intelligence, this has enabled advertisers to expand online acquisition and retargeting strategies. With physical stores closed, the focus on Cost Per Incremental Visit shifted to a single-minded focus on online conversion KPIs such as cost per purchase, building insights that can be now used across multiple channels in the future.
So, how can marketers combine Footfall campaign insights and online campaigns to ensure marketing spend is invested efficiently and improve optimisation? Here are some ways in which Footfall Intelligence can superpower your campaigns:
- Footfall provides in-depth audience insights including demographics, geographics, household type, income, audience interests and affinities, all of which can be used for sophisticated targeting methods for online campaigns from contextual to behavioural.
- Footfall enables a range of optimisation capabilities such as real-time optimisation to increase uplift/store visits and ROI improvement based on real-time data. Conversion insights from Footfall provides an alternative dataset to scrutinise, understanding the behaviour patterns of conversion across offline and online.
- Footfall enables competitor targeting & analysis, tracking frequency of competitor store visits, footfall uplift to competitor stores and competitors overlap study on in-store visitations.
- The consumer behaviour insight from Footfall will open up future cross-selling opportunities and inform new propositions options for consumers. For online strategies, this can be extended for online-stores and feed into e-commerce strategy for better results.
Mobile Journey’s data-driven approach helps advertisers meet their desired marketing objectives. Unlike some major platforms that have walled gardens in regard to data, Mobile Journey makes use of data across channels to advance strategy, campaign management and ultimately, positive results.
At Mobile Journey, agility and flexibility is key for clients therefore as user requirements develop so does our approach. We understand our clients’ businesses to ensure that we can support in the best way, and this has proven successful during the COVID-19 disruptions. Want to know more about our approach and how we add value to clients’ mobile marketing campaigns? Contact us now.