Google recently published an interesting article on realizing mobile measurement potential.  It details how mobile influences consumers’ purchase decisions.

Most of us turn to our phones as we are out shopping or researching a product we are in need of.  76% of people who search on their smartphone for something visit a related business within one day, and 28% of those searches result in a purchase, according to Google’s article.  Those are some nice numbers!

The article goes on to detail how utilizing cross marketing and cross-device data.  The examples Google uses of Walgreens app and Macy’s multi channel marketing have increased their spend and sales by 6x and 8x respectively! Cross marketing and multiple channel marketing include organic SEO and search engine results, paid advertising like Google AdWords, apps, display advertising, social media, YouTube video and online video advertising, directories, and so many more.

It is so important to consider the appropriate channels when marketing.  As with everything in the online world, this changes constantly so your marketing plan needs to be updated as results are gathered and analyzed.