How people view their ads. How people view their marketing channels. They view it with a very narrow lens. And what I feel is my job today to tell you to stand back and look at the big picture, and how your customers and prospects are engaging with your brand.
So like this picture depicts, of two roads running in parallel to each other, where each road might represent one of your marketing channels. If I’m on the Facebook ad road, and I want to go to the Google road, I need a bridge, right? But the reality is that your users don’t behave like that. They will seamlessly go from one platform to another platform, back to a third platform or back to the original one in the one session. So the reality is that your different marketing channels, I believe, are different lanes on the same road.
And you as a marketer need to understand that journey. And that customer journey. Now, you don’t have to take my word for it. Google are inherently a data company. And they did a study where they followed the track of a person and how they integrate, interact with different devices in a 24-hour period.
So heaps of people sleep with their phone next to their bed, for their alarm clock, even if it’s on airplane mode. So, it’s the first thing they pick up when they open their eyes in the morning. They’re on a mobile. Next they’re on the commute to work, they’re still on their phone, maybe checking social media, Twitter feeds, etc., then they get to work and they’re on desktop.
And they’re, you know, doing about their work searching for things on a desktop, then on their lunch break they’re back on the phone, you get the idea. This is a 24-hour period, that they are seamlessly going on all these different platforms and devices.
So you need to understand this as an advertiser, where, from like an attribution point. Maybe someone didn’t convert on a mobile because they were holding onto the train and they’re on one hand, doesn’t mean that they haven’t engaged with your brand and had some kind of mini attribution point.
So why do I believe you should do both platforms and at least a little bit on both platform? The first is this reason, hopefully, you’ve never seen this email. This is an email from Facebook telling you that your ad account’s been shut down. And sadly, this does happen to people, even people in really benign industries, where it’s, you know, you’re not toeing the line, but for whatever reason, algorithm-based Facebook has shut your ad account down.
So you might be able to get it back. And that’s entirely possible, but that will take a few months. So you don’t want to be single-platform-dependent. Please, I urge you. People come to me all the time in a state of panic because this has happened and they’ve got no contingency plan.
Access the full-length recording of Ilana Wechsler’s presentation inside the SuperFastBusiness Membership.
