Foot Traffic
Marketers are under immense pressure from executives and board members to deliver results. Metrics like impressions or traffic won’t cut it as performance metrics anymore. Instead, marketers focus on measuring real business results, like foot traffic. As a performance metric, measuring foot traffic can influence everything from audience targeting strategies to your company’s media mix. If you’re new to measuring foot traffic from your ad campaigns, we’re here to help. Here is everything you need to know. What Is Foot Traffic? Foot traffic describes the people who walk through your door. Whether you have one location or multiple, if customers can visit a physical store, they are considered foot traffic. In marketing, specifically, foot traffic measures how many people visited your store after they were served one of your ads. Despite the rise of online shopping, most retail purchases are made in physical locations. What’s more, people are more likely to make purchases once they are in your store. Marketers build ad campaigns around increasing foot traffic because it will also increase return-on-ad-spend (ROAS) and other important performance metrics. Foot traffic also helps marketers understand who their audience is. Because the laws on consumer privacy continue to change, many online marketing metrics can be imprecise. Foot traffic is an accurate measurement of interest, customer loyalty, and purchase intent. No matter what industry your company is in, those are key indicators for growth. Importance of Foot Traffic in Marketing Strategy To execute a true omnichannel marketing strategy, marketers must consider how their tactics drive foot traffic. Online traffic is helpful, but foot traffic helps create a better customer journey, build more precise audience segments, and increase purchases. Without campaigns specifically designed to bring customers into their locations, companies are leaving money on the table. How to Boost Foot Traffic To boost…