Another interesting way you may be able to track customers in the future.
All mediums throughout history have had the exact same problem; how do you know a television commercial is working? A radio spot? A print ad?—businesses hold the internet to an even higher standard when it comes to proving effectiveness.
The truth is you can track the effectiveness of online marketing to a greater extent than any other type of marketing, but Google and a few other companies are trying to offer even more.
Introducing Estimated Total Conversion.
It’s still in Beta Testing.
Estimated Total Conversions uses smartphone location data to determine when customers visit stores which advertise with Google. They then do a back search on the ads the customer may have viewed at some point online. If it turns out they viewed an ad at some time and then visited the store, it is considered a conversion. They may also be able to send ads based on where the customer is at, directly to the phone. Say you’re in a shopping plaza and one of the dozens of stores in the plaza is advertising with Google. They would be able to send an ad to your phone for X amount off if you visit their store.
It’s not perfect. It only works if they are still logged into Google Chrome. Also you must opt-in in order to be tracked in this way, but most people don’t realize they are opting in when they accept Terms of Service and install various aps on their smartphone.
Google isn’t the only company trying to find ways to track even further the effectiveness of online ads. Other companies doing similar research include PlaceIQ, Placed, JiWire, Millennial Media, Verve, and xAd.
They all want to know where you are, when, and why.
There has been some push back against this type of technology already, even in beta testing. What’s all of this knowledge used for? Is this an invasion of privacy?
Right now about 70% are against the idea of being tracked—it feels like surveillance, spying, stalking. However a similar study found that many of those changed their tune when allowing Google or others to track them came with rewards, maybe a discount at that store they are about to walk into popping up on their phone.
This is information business owners would love to have one way or another, and Google and the few smaller players in the search business would love to give it to them.
Chances are some compromise will be made in between the two sides. But all of that may still be a ways in the future, for now, looking at your sales figures will have to be enough.
We are 411 Locals, your friendly local online ad agency. Give us a call sometime and see how we can help your business grow.