Store Visits: The UNIVERSAL Bottom Line

Local Small Businesses GROW With Local Data

*They* use terms like “cross-channel” and “omni-channel”, and other jargon that would be more impressive if small business owners actually understood it.  (I first wrote about this more than a year ago, and several other times since, on this blog - check the archives.)  Ironically, it’s because they’re writing for each other, not for you.  Local small businesses are not even on their radar.

Because *mobile* and “mobile marketing” are growing in bursts, the information about both tends to come out sporadically (and I have to “mine” for what’s relevant to local small businesses), I had occasion this week to review articles I received over the past months, from  Marketing Land (4/15/16, 2/3/16 and 10/15/15).

“Mobile” has been the primary access point (more jargon) for the internet for nearly a year (maybe longer; the data was published in September of 2015).  But now, enough time has passed that “the experts” have been able to discern that *mobile*

“enables… an apples-to-apples comparison of performance across channels.”

They’ve determined this because

“analytics/store visits can operate as a kind of “universal metric for media”.

Translated, that means it’s now possible to measure the actual impact of “traditional” advertising.

Historically, it was difficult or impossible to accurately measure what medium provided the biggest “bang for your buck”.  Print and direct mail came closest, but only when they included coupons that were mandatory.   Billboards and television were “institutional” or “name recognition”, and untrackable “except through call tracking, which is useful but incomplete”.

Thanks to mobile data, pretty much ALL media, print, billboards, direct mail and television, can now be tracked to mobile, and to "real-world" store visits and sales.

The most important statement was:

 “For marketers, mobile is the nexus between the digital and physical worlds for impact measurement.”

For local small business owners that point – where  digital meets physical, “where the rubber meets the road” – is even more important, because “clickers and buyers are not necessarily the same when it comes to offline conversions.”

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