If an individual buys clothing from Amazon.com then they can receive it as fast as the next day with overnight shipping. You might be surprised to learn though, that even in this age of smart phones and online shopping, in store transactions account for over 93% of all the retail sales in America. Shopping in the store will be around for quite some time.
Because of this Google has launched a new metric as part of exploring marketing solutions linking AdWords back to in-store traffic. The way this works is through the sharing of smart phone location history combined with clicking of ads on the phone.
A simple example would be you clicking on an ad for Macy’s on your smart phone. Then later you actually visited the store and allowed your phone to share its location with google. Of course there is so much more that goes in to these calculations and collection of data, but that is essentially how it works.
Of course, since Google has indeed been in trouble for privacy violations in the past, this brings up similar questions. Is this violating user privacy? The short answer to that is no. Not only is this feature carefully designed to maintain security of private data, but the smart phones submission of data will be sent in anonymously. This should be a sigh of relief for many who are insecure about their privacy being violated online, and we will see as time tells if Google is able to maintain this high security if controlled data.
A problem with this marketing relationship is that it only measures in store visits, not actual purchases. So if a company wants to see the correlation between their AdWords clicks and actual revenue from product, they’ll have to wait a while longer. Google is actually working on a separate test to see if they can measure the relationship between purchases and the retailer’s data. However, as of the moment no such thing is available on the market.
Currently Google is looking for additional data to sample so if you are running a big retail business; it might be worth it to check it out. Google is very open about letting companies in to their trials so contacting a local rep to get more information is definitely an option. The future of this program is unsure but if enough companies show interest, then it could expand beyond retail and become quite large.
Again, this program is a new metric testing the relationship between clicks on AdWords and actual in store visits as recorded by smartphones location tracker. If this program is successful then it could have a quite a large impact on modern marketing strategies and be a great asset for the retail industry to increase store visits.
We live in the digital age of instant gratification. If you are sitting at home and get the sudden desire to see that one movie you loved as a child, all you have to do is pop open the online streaming service of your choice and watch it. This works for video games and TV-shows as well. Almost anything can be received extremely fast now days.
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