MobileMobile created a monster; a multi-screen, multi-channel consumer that can make marketing analytics a nightmare.  At any given moment this new breed of customer has the world at their fingertips with instant access to internet, email, social media, video, search, apps, and so much more all on a tiny handheld device.

So what exactly are these connected customers doing with their newfound power?

  • They’re watching tons of video: 50 million people in the U.S. are watching videos on their mobile phones, and 15% of all online video hours globally are viewed on tablets and smartphones.
  • They’re searching for products and services: 46% of searchers now use mobile exclusively to research.
  • They’re even asking life’s greatest questions: like how tall is Sylvester Stallone? (He’s 5’10” by the way).

Mobile, however, has shortened the attention span of the connected customer. They want instant gratification, they want to get their answers and move on with their day. Marketers have to adapt to how mobile is shaping the new customer’s needs.

There are plenty of marketing technologies out in the wild that can help you track and measure the performance of online and offline efforts that reach the connected customer, and it may be overwhelming to sift through all of the options to find what works for you. To make life easier, here are 3 of the must-have tools that can help marketers find their way to a full data picture that shows the complete customer path to purchase. As a bonus, many marketing technologies are integrated, so you can use the data in really complete and useful ways.

Video Analytics

Phones have come along way from the Snake playing, t9 texting days of old. Smartphones have become the consumers all-in-one device for work and play. By 2017, online video will make up nearly 70% of consumer internet traffic. Marketers need to be seen where their customers are already looking. Video is a great way to become found in search, but if you’re not tracking the viewing behaviors of your customers, how do you know if a video campaign is successful?

Enter, a state-of-the-art video marketing platform. With a complete video analytics solution (like Vidyard) you can:

  • Track not only video views, but also how long people are watching your videos. A video marketing platform can help you make powerful optimizations to your content and give viewers the information they want, the way they want it. Bonus – the player (which collects your video analytics) is perfect for mobile.
  • Track where your videos are being viewed so you know where your customers are looking for you.
  • Gate video content to collect customer information to sync with your existing marketing automation and CRM systems (all viewership data is pushed directly into contact records).

A video marketing platform is a must-have for marketers hoping to track exactly who is watching content via mobile (and more), and ensure that no opportunity via a view goes unseen.

Call Intelligence

The amazing thing about smartphones is no matter how advanced they get, at their very core they are still a telephone. While there are many ways a customer can interact with a business on their smartphone, many are choosing to pick up their phone and call. According to Google, 70% of mobile searchers have used click-to-call to connect with a business directly. Alexander Graham Bell would be thrilled.

Marketers are already well acquainted with tracking and measuring every aspect of the online customer journey, but most are left in the dark when the customer decides to ditch online and make a phone call. How exactly do you account for or track this? Well, with a proper call intelligence technology you can:

  • Track the source of phone calls to the keyword, ad, and marketing campaign that drove the call
  • Measure the outcome of the phone call and attribute it to actual revenue
  • Tie online marketing efforts to offline conversions to get the most out of your marketing budget

You can do all of this with a service like Invoca, for example.

Marketing Automation

Finally, marketing automation is the piece that really brings everything together. Marketing automation ties together both video analytics (as viewership data is fed directly into contact records), and call intelligence data (where you’ll be able to tie calls to the exact marketing campaign, paid advertisement, landing page, even the exact keyword that drove the call).

With the right marketing automation platform in place, like Marketo, Eloqua, or Pardot, you have the data from all crucial customer touch points in one place to consolidate all of the collected data.

You can see the customer’s complete path to purchase and nurture them with intelligent, personalized nurture campaigns. Marketing automation is a very powerful tool, and once you get the framework built for how you’re going to wield it, you’ll begin collecting valuable data to guide customers down the funnel to purchase.

Because it’s connected to your video analytics and call intelligence, for example, you can nurture based on specific topics you know your prospect has expressed interest in. Their video viewing history or call log serves as context for your follow up.

The Bottom Line

Overall, customers have been interacting with video, mobile search, phone calls, etc. all along, but marketers need the right combo of B2B marketing technologies like Vidyard, Pardot, and Invoca to successfully track customer behavior and get the complete data picture that allows them to tie marketing efforts to revenue and make powerful optimizations.

Discover More

Want to learn more about how call intelligence can help you bring together your online and offline marketing efforts for a complete data picture? The Invoca team is excited to be a sponsor of Vidyard’s Ignite Conference 2014. Schedule a meeting with us at the can’t miss event here!

Caitie Gonzalez