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Micro Moments: Leitfaden » P3.MARKETING
Zum Inhalt springen Es ist nicht einfach, KPIs und Messmethoden für digitales Marketing zu ändern, aber es ist möglich und (am wichtigsten) von unschätzbarem Wert. Denn – Spoiler-Alarm! – Mobile wird nicht verschwinden. Es ist der Wachstumsmotor für Marken in einer neuen Welt, die es ist:
Micro-Moments Eine Autokäuferin hatte 900 digitale Interaktionen, bevor sie sich für ihren neuen SUV entschied und ihn vom Parkplatz fuhr.
1 Cross-Device. Über 75 % der Online-Erwachsenen (18-54) beginnen eine Aktivität auf einem Gerät und setzen sie dann auf einem anderen fort oder beenden sie.
2 Kanalübergreifend. 76 % der Menschen, die auf ihrem Smartphone nach etwas in der Nähe suchen, besuchen innerhalb eines Tages ein Geschäft.
3 Ein Beispiel: Gestern ging meine GPS-Uhr beim Laufen kaputt; heute habe ich auf dem Heimweg von der Arbeit genau das Ersatzgerät abgeholt. Meine schnelle Suche heute Morgen sagte mir sowohl, dass ein Händler es auf Lager hatte als auch, dass das Geschäft nach der Arbeit geöffnet sein würde. Ein normaler Online Cost per Acquisition (CPA) für diese Aktion würde nicht den Wert erfassen, den ich durch die Information erhalten habe, dass der Händler den richtigen Bestand hatte oder dass ich es im Laden gekauft habe. Dieses Mobile-First-Verhalten bricht die Gültigkeit unserer alten siloartigen Go-to-Market-Metriken.
Die führenden Marken von heute treiben ein enormes Wachstum für ihre Unternehmen voran, indem sie diese neuen mobilen und kanalübergreifenden Realitäten annehmen. Und wie? Indem sie die Marketingmessung mit einer Mobile-First-Linse neu überdenken und sich auf drei Schlüsselfragen konzentrieren: Was ist wichtig? Was funktioniert? Und, was ist möglich?
Micro Moments: Ihr Leitfaden für die Umstellung auf Mobile Es ist möglich, eine Menge Dinge sehr gut zu messen und trotzdem nicht das zu messen, was für Ihr Unternehmen wirklich wichtig ist.
Vermarkter, die heute das Wachstumsspiel gewinnen, basieren ihre Analysepläne nicht auf den Messinstrumenten, die sie haben. Sie beginnen mit den Ergebnissen, die ihr Unternehmen erreichen möchte, und bestimmen dann, wie sie diese Ziele am besten messen können. Wenn es eine Diskrepanz zwischen Ihren Zielen und Ihren Mess-KPIs gibt, wird dies Ihre Fähigkeit behindern, die Ergebnisse zu erreichen, die Sie wirklich wollen.
Andererseits kann die richtige Übereinstimmung magisch sein. In einer Forrester-Studie, die von Google in Auftrag gegeben wurde, gaben 53 % der Befragten, die als „anspruchsvolle Vermarkter“ identifiziert wurden, an, dass sie sich an gut etablierte Messgrößen halten, die direkt mit den Geschäftszielen verknüpft sind – diese Vermarkter unterstützen Organisationen, die ihre Ziele mindestens dreimal so häufig erreichen wie andere Marketingorganisationen.4
Als FIAT Frankreich sein neues Crossover-Fahrzeug 500X auf den Markt brachte, musste das Unternehmen wissen, dass seine kreative Kampagne die Geschäftsergebnisse, die für sie am wichtigsten waren, vorantreiben würde. Sie begannen mit diesen Zielen, um die Bekanntheit und den Verkauf des 500X-Modells zu steigern, und bewerteten ihre digitalen Videokampagnen auf der Grundlage von Werbeerinnerung, Markenbekanntheit und Suchinteresse. Durch die klare Ausrichtung der Marketingmessung an den Geschäftszielen wurde eine 230-prozentige Steigerung des Suchvolumens für das Modell 500X und eine 200-prozentige Steigerung für die Marke FIAT festgestellt. Diese Validierung ermöglichte es FIAT, mit Zuversicht in ihre Kampagne über alle Kanäle hinweg zu investieren.
Beginnen Sie mit den Ergebnissen, die Sie wollen, damit Ihr gesamtes Team die Ergebnisse, die Sie wirklich messen wollen, ansprechen und danach handeln kann.
Natürlich ist es nicht einfach, KPIs zu überarbeiten und die Art und Weise, wie Erfolg gemessen wird, zu ändern. Nicht viele Marketer fühlen sich wohl dabei, in ein Meeting zu gehen und zu sagen: „Ich glaube, wir verfolgen die falschen Dinge.“ Und das kann sogar noch schwieriger sein, wenn die KPIs von leitenden Angestellten und Stakeholdern festgelegt werden. Deshalb ist es so wichtig, mit den gewünschten Ergebnissen zu beginnen, damit das gesamte Team die Ergebnisse, die Sie wirklich messen wollen, ansprechen und danach handeln kann.
Denken Sie darüber nach, was für Ihre Marke wichtig ist:
Finden Sie die Geschäftsergebnisse heraus, die für Sie wichtig sind. Legen Sie die richtigen KPIs fest, um diese Ergebnisse in der heutigen Welt zu messen Richten Sie Ihre Teams auf diese Marketing-Metriken und -Ergebnisse aus
Was funktioniert? Die zweite Frage, die sich Marketer stellen, lautet: „Was funktioniert?“ Wir alle wissen, dass Verbraucher jeden Tag auf neue Art und Weise und mit neuen Erwartungen mit uns interagieren, und das bedeutet, dass es unweigerlich Lücken in unseren Messungen geben wird. Wenn ein Kunde in einem Geschäft ein Mobiltelefon benutzt, um sich über eine Klimaanlage zu informieren, bevor er sie kauft, muss das Geschäft neue Wege finden, um die mobile Konversion im Geschäft zu berücksichtigen.
Und Online-zu-Offline ist nicht die einzige Lücke, die wir abdecken müssen. Es gibt Lücken zwischen Geräten, Sitzungen, Kanälen und mehr. Aber es ist nicht unmöglich, diese zu überbrücken; erfolgreiche Marketer denken über neue Methoden und Schätzungen nach und arbeiten mit neuen Tools, um besser zu verstehen, was tatsächlich funktioniert.
Wie Micro-Moments Regeln ändern Target ist ein großartiges Beispiel dafür. Als Target erfuhr, dass die Mehrheit ihrer Kunden ihre Einkaufserlebnisse auf dem Handy beginnt, mussten sie einige Dinge aus der Perspektive dieser Mobile-First-Kunden neu überdenken. Sie begannen, Daten über Ladenbesuche zu nutzen, um die Offline-Wirkung ihres digitalen Marketings besser zu messen.
Aber nicht nur das Marketing und die mobile Messung wurden verbessert, sondern auch die Art und Weise, wie diese Daten und Erkenntnisse genutzt wurden, um ein konsistentes Merchandising-Erlebnis für Kunden über alle Kanäle hinweg zu schaffen. Das Ergebnis ist, dass die Omnichannel-Kunden von Target jetzt die wertvollsten Kunden des Unternehmens sind.
Marketer, die neue Technologien und neue Schätzungen nutzen, um herauszufinden, was wirklich funktioniert, treffen klügere Entscheidungen und erzielen bessere Ergebnisse. Es wird Lücken in unseren Messungen geben, und das ist in Ordnung. Aber Vermarkter, die neue Technologien und neue Schätzungen nutzen, um herauszufinden, was wirklich funktioniert, treffen klügere Entscheidungen und erzielen bessere Ergebnisse.
Denken Sie darüber nach, was für Ihre Marke funktioniert:
Erkennen Sie, dass nicht jeder Marketing-Dollar perfekt gemessen werden kann. Nutzen Sie neue Tools und Lösungen, um die Lücken zu füllen Probieren Sie neue Schätzungen aus, wo Sie keine Lösung zur Verfügung haben Was möglich ist.
Die Marketer von heute stellen sich die Frage: „Was ist mit Digital möglich?“ Anstatt nur das zu optimieren, was sie kennen, experimentieren und innovieren sie, um herauszufinden, was sonst noch zu Ergebnissen führt – jetzt und in Zukunft.
Mit Antworten an ihren Fingerspitzen sind die Verbraucher in den Momenten, in denen sie etwas brauchen, eher aufgaben- als markenorientiert. Das könnte bedeuten, dass sie an einem Samstagmorgen aufwachen und schnell ein Geschäft in der Nähe finden müssen, um einen Baseballhandschuh für die Geburtstagsparty eines Achtjährigen zu kaufen. Es könnte bedeuten, einen kaputten Wasserboiler zu reparieren und einen überfluteten Keller. Oder es könnte so einfach (aber genauso wichtig!) sein, wie einen Nachmittagskaffee zwischen den Besorgungen zu brauchen. Dies sind perfekte Momente für Marken, um die Bedürfnisse der Verbraucher zu bedienen. Aber wenn wir nicht mit einem unternehmerischen Ansatz experimentieren, um den Wert zu finden, den wir sowohl unseren Kunden als auch unseren Marken in diesen Momenten bieten können, werden diese Wachstumschancen nie entdeckt werden.
Wie Micro-Moments Verbraucher beeinflussen Nehmen Sie zum Beispiel PhotoBox. PhotoBox ist ein Online-Foto- und Geschenkanbieter, bei dem Kunden ihre eigenen Fotos verwenden können, um Abzüge, Fotobücher und mehr zu erstellen. PhotoBox wusste, dass die Mehrheit seiner Kunden ihre Entwürfe und Einkäufe auf dem Desktop fertigstellte, weil sie die Bildschirmfläche und die Tastatur bevorzugten, die dieser bot. PhotoBox bemerkte jedoch auch, dass immer mehr Kunden ihre Einkäufe auf dem Handy tätigen. Die große Frage für PhotoBox: Wie sehr könnte Mobile die Geschäftsziele über alle Kanäle hinweg beeinflussen?
Dies bringt eine Menge Unbekannte mit sich – was ist die beste Botschaft? Erfahrung? Und so weiter. Aber zuerst mussten sie wissen, ob Mobile wirklich die Geschäftsziele beeinflussen kann – dann konnten sie die Details verfeinern. Um diese Frage zu testen, führte PhotoBox ein kontrolliertes Geo-Experiment durch, um eine Erhöhung der mobilen Anzeigenpräsenz in ausgewählten Regionen mit einer Steigerung des Umsatzes zu messen.
Es gibt unzählige Möglichkeiten zur Optimierung, aber um zu wissen, was wirklich möglich ist, müssen Marken die größeren Fragen testen. Die Ergebnisse haben sie überrascht: Mobile Suchanzeigenkampagnen lieferten einen bis zu 5-fachen zusätzlichen Return on Investment. Es gibt unzählige Möglichkeiten zur Optimierung, aber um zu wissen, was wirklich möglich ist, müssen Marken zuerst die größeren Fragen testen.
Überlegen Sie, was für Ihre Marke möglich ist:
Fixieren Sie sich nicht auf Effizienzmetriken und Optimierung. Betrachten Sie den ganzheitlichen Beitrag der Digitalisierung zu den Geschäftsergebnissen
Fazit
Messen Sie die Art von Wachstum, die am wichtigsten ist? Oder konzentrieren Sie sich auf das Äquivalent der Katalogverkäufe in Ihrer Branche?
Die digitale Welt hat in den letzten Jahren eine Flut neuer Möglichkeiten für Marketer eröffnet, und Mobile schafft noch mehr. Um das Wachstum im mobilen Bereich voranzutreiben, bedarf es jedoch mehr als nur einer Veränderung der Technologie. Es erfordert auch eine veränderte Denkweise: eine, die alte Marketing-Metriken in Frage stellt und sich stattdessen auf neue Geschäftsergebnisse konzentriert. Eine Denkweise, die sich nicht über kleine Unzulänglichkeiten aufregt, sondern Big-Picture-Tools und Benchmarks nutzt, um bessere Entscheidungen zu treffen. Und eine, die sich auf unermüdliches Experimentieren auf der Suche nach neuen Möglichkeiten konzentriert.
Das Wachstum ist da draußen. Um es zu finden, müssen Sie sicherstellen, dass Sie das messen, was wichtig ist.