Last click management is often used by brand managers to determine the effectiveness of their online brand strategies; however, this method is fundamentally flawed. If you are employing this technique, beware: you could be collecting inaccurate data.
Tracking KPIs and then using the data collected to improve brands is an integral part of brand strategies. Often, we have to dig deeper than we might originally suspect, and this is definitely the case when it comes to last click management.
Brand Strategies that Dig Deeper
That last click that new customers make before landing on your website and making a purchase is not the true indicator of behaviour that leads to conversion. What matters more are the clicks that led up to that final click.
Allow me to demonstrate with an example:
Try to remember the last time you made an offline, cash or cheque over-the-counter purchase at a brick-and-mortar store. If I were to ask you about the last factor that sent you wandering inside, you might respond with something like ‘the storefront sign,’ or the ‘need to kill time,’ or ‘the smell wafting from it.’ Any of these factors might have been your first encounter with the brand, but in all likelihood, they weren’t. The chances that you clipped a coupon in advance, passed a billboard, saw a television ad, or were referred by a friend are high. But because I only asked you about your last thought before opening the front door, you answered accordingly.
Too often, when analysing digital brand strategies, last clicks get all the credit. When tracking buyer behaviour, it’s important that you devise inventive methods for following consumers’ actions (either individually or collectively) before those last clicks, so the most action-inducing brand strategies get the credit they deserve.
Market leaders stay on top by identifying the most heavily travelled channels, as well as those that result in the highest ROIs – and they’re using that data to develop and continually evolve their brand strategies.
Remember that consumers generally need to be exposed to a brand identity numerous times before any action is taken. Your primary focus when it comes to online marketing and social media marketing should be to stay present until a need arises. Rarely will your fist contact with any consumer result in a conversion. Like any prize, they need to be wooed in the form of ever-present brand awareness.
This is also true for referrals. Even if some of the people who are exposed to your brand on a regular basis aren’t your ideal clients, they are likely to know someone who is – and when your brand name is the topic of a referral, the courting process can be bypassed.
So, in conclusion, How to Build a Brand always recommend that you put your brand in front of all the right people through a number of media and track the performance of each of those brand-building actions. These are the true indicators that contribute to conversion-inducing brand strategies – not that over-glorified last click.
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