Trends for Marketers to Prepare for in 2018: #6 The Journey to Conversion
As the end of the year draws closer, our experts have been contemplating what could be the “next big thing” in digital marketing in 2018, narrowing down their myriad of thoughts to just one or two top predictions that they believe will shape the coming year.
Whether it’s a relatively new trend, or something that’s been around for a while but is really going to take off in 2018, these trends are from the unique perspective of Mediative’s experts, how they see 2018 unfolding, and what digital marketers should be considering when planning next year’s marketing efforts.
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The Journey to Conversion
There are countless ways in which a customer can interact with a brand before making a purchase – multiple channels, multiple devices, multiple formats, from TV and radio advertising to display advertising, to remarketing, email marketing, brand websites, videos, social media, and chatbots, and via desktops, laptops, phones and voice. The list goes on. But with cross device conversions, and online exposure leading to offline conversions and store visits, how can marketers truly understand which of their marketing efforts had the biggest impact?
In May 2017, Google announced the release of a new free version of Google Attribution. Marketing Land reported that this will “simplify the complex problem of multichannel, multidevice attribution by leveraging data advertisers already have in Google Analytics, AdWords or DoubleClick Search” and that “Google Attribution is focused on understanding the full customer journey versus being limited to looking at last-click impact(1).
In 2018, we should be on the lookout for more new technologies and tools that will provide insights as to how the customer came to complete a conversion/transaction, where they were exposed to advertising, what influenced their decision making, and what their overall journey to conversion looked like.