What is Multi-Touch Attribution? Multi-touch attribution is a measuring technique used in marketing to determine the value each touchpoint has in driving conversions in the consumer journey.
The rapid growth and development of mobile marketing technology is proving to be a significant boon for small businesses. There are over 120 million U.S. Smartphone users and more than 50% of all searches performed occur on a mobile device. Small businesses who ignore mobile devices are putting their future growth at risk. Various new features such as location-based targeting and mobile-social sharing have far reaching benefits by reaching a large number of customers. Mobile searches and shopping options have advanced expeditiously to target customers in fixed locations with ads being showcased by zip code, addresses etc.
The CEO of Mobile Marketing Association (MMA), Greg Stuart says “Local merchants have a better opportunity on mobile, in part because they can craft it to fit their business”. Many small business owners are giving more priority to mobile marketing as mobile marketing tools broaden their potential message channels to reach nearby customers.
Customers are more engaged with brands that are localized. For example, if you run an IT consultancy which serves a local community, you are likely to get more leads from people in that region if you have a mobile strategy.
An effective mobile app is a good channel for delivering instant customer support and the possibility of gaining new referrals. It is also a great way of introducing new channels of communication and delivery by using an app.
Also, with a well designed app, you learn more about your customers including their locations, job roles, age, and much more. This data may be useful when communicating with the possibility of making offers to them.
Whether it’s a small business corporation or a large corporation, in the U.S., investments on mobile technology including ads on phones rose 69% in 2012 to $6.7billion, according to the MMA. This year it’s predicted to be around $10.46 billion.
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