Brand experience is critical to driving more conversions and this is not just anecdotal wisdom. Seventy-four percent of consumers say they’re more likely to be loyal to a brand if its app is seamless and easy to use.1 What brands need is the ability to deliver — daily, and at scale — relevant, personal, and seamless interactions. This is what consumers expect and reward, and it in turn drives sustainable revenue growth for brands.
Key to showing up at all the right moments for consumers, wherever they are, and delivering truly seamless customer experiences is marketing automation. Powered by machine learning, marketing automation solutions help convert consumers’ curiosity about a brand into revenue-generating action, be that through store visits, app downloads, or online or offline purchases.
How to show up at the right moments for consumers
Online video is increasingly people’s preferred medium to interact with one another and share stories in relevant and personal ways.
YouTube Shorts averages 30 billion views every day — four times as much as a year ago2 — because consumers and creators appreciate the flexibility and diversity of the storytelling format. It’s a valuable means of expression for creators, a snackable medium for viewers, and a wider canvas for advertisers. And brands can now tap into this universe of perfect moments automatically and be helpful to people in relevant ways.
Video action campaigns help brands drive more conversion with video ads by scaling them across YouTube Shorts, the YouTube Home feed, watch pages, and connected TV in a single automated campaign, all with a clear call-to-action button. In fact, adding a video to your App campaign can drive a 20% uplift in installs.3
It’s not enough, however, for brands to just show up at the right moments for consumers. How you show up matters.
How to effortlessly connect with customers at the right moments
Today’s consumers live in a channel-less world and they expect to be able to shop wherever meets their needs, whether that’s on your site, through your app, or directly within an ad experience. So seamless interactions are more important than ever, and you can take consumers straight to what they’re really looking for with app deep links.
Google’s new Web to App Connect toolkit enables you to more easily connect your web and app experiences for consumers.
App deep links send people from your ad to the corresponding app page seamlessly, making it easier for them to complete their desired action. It also enables your brand to reach high-intent users and maximise conversions. On average, advertisers who have implemented deep linking see over 2X uplift in conversion rate.4
Google’s new Web to App Connect toolkit enables you to do even more. Not only does it more easily connect your web and app experiences for consumers, it also measures the impact of doing so. It helps you identify the deep links that need to be implemented, estimate the revenue impact of deep linking, and provides insights on where your customers are converting.
In fact, the path to most offline purchases in this channel-less world begins online, with offline buyers referring to at least one digital channel for research.5 Brands can now facilitate direct connections between online touchpoints and in-person interactions at scale with marketing automation solutions such as Performance Max. Its offline-only goal enables you to reach consumers who are most likely to visit your business and make a purchase in person.
To maximise in-store book sales, leading Japanese publishing conglomerate KADOKAWA used Local campaigns, which can now be upgraded to Performance Max, for its seasonal marketing campaigns. Although the publisher does not have its own network of stores, the Local campaign with affiliate location extension enabled it to promote its products at affiliated retailers.
KADOKAWA also deployed a geo-test to measure the incremental revenue impact of digital media push on offline traffic. The control group comprised comparable stores without digital support. The campaign resulted in a 7.2% incremental sales uplift for the book titles used in the campaign, along with 2.5 million store visits.
In APAC’s digital, channel-less world of shopping, marketers can do better than depend on luck to show up at the right moments for consumers with seamless and relevant brand experiences. Marketing automation enables you to do this frequently and at scale, whether online, offline, or in-app. Driving sustainable revenue growth has never been more achievable for your brand.
Watch the Google Marketing Live keynote to learn why Vodafone is excited about the evolution of Performance Max as the next generation of Smart Shopping and Local campaigns, and how relevant, personal, seamless interactions are critical to driving more conversions, and eventually increasing your revenue.
