In a digital age where e-commerce is intertwined with digital platforms, the traditional path to purchase has evolved, allowing brands to meet consumers right where they are.
Social media is changing the way people shop
TikTok has emerged as a leader among today’s digital giants, offering a seamless in-app shopping experience as users scroll through its environment. As brands vie for consumer attention in a competitive space, having a trusted solution like Foursquare Attribution to validate the effectiveness of advertising strategies is pivotal. This led to Foursquare becoming a badged TikTok Marketing Partner in the Measurement category, specializing in Lift and Store Visits, and highlights a concerted cross-industry push to boost advertising effectiveness.
Foursquare Attribution is an omnichannel measurement solution that provides comprehensive insight into consumer interactions across both online and offline channels. It enables marketers to measure and optimize the impact of their advertising campaigns throughout the full campaign lifecycle, and also offers a wide-angle view of the consumer’s journey, a feature that 88% of executives considered essential according to a 2020 Harvard Business Review Survey.
Through the partnership of Foursquare and TikTok, brands on TikTok not only capture the attention of potential customers, but are also able to evaluate and optimize their advertising campaigns for enhanced engagement and conversion with precision.
TikTok, Foursquare and the power of partnership
With their new Video Shopping Ads, TikTok turned to Foursquare when looking to gain a holistic understanding of a user’s visitation after being exposed to the ad on the platform. Combining Foursquare’s expertise in understanding the entire customer journey and through a custom ad product analysis, Foursquare was able to highlight the efficacy of TikTok’s new ad product. The impressive results surpassed overall Foursquare benchmarks, and also provided TikTok advertisers with key insights on how to define future campaign strategies in order to drive advertiser success in the Retail vertical.
Broader applications for Foursquare Attribution
By evaluating the effect of advertising across various channels such as Digital, TV, CTV, OOH, Social, and Audio, any advertiser can refine their campaign strategies, guaranteeing a better return on investment.
One of the key differentiators behind Foursquare Attribution is its holistic campaign performance overview, all easily accessible in a unified view. With an omnichannel dashboard updated daily, marketers can assess performance to make mid-flight adjustments that optimize their investments and seize opportunities to reinvest in channels, tactics, or regions driving maximum performance.
Leading companies across numerous industries have unlocked insights from Foursquare’s location data to adapt their local advertising strategies and meet rapidly evolving consumer behaviors. In fact, in a recent case study, a quick-serve restaurant (QSR) chain successfully used Attribution to drive incremental visits and reach new customers through media campaigns.
The attribution journey doesn’t simply finish with the conclusion of a given campaign. For this reason, a post-campaign analysis is instrumental in shaping future advertising strategies. Insights gleaned from Foursquare Attribution can act as a strategic tool for marketers striving to bolster their advertising strategies on social marketplaces and drive better-performing campaigns.
Interested in discovering the boundless possibilities of how Foursquare Attribution can redefine your advertising strategies – connecting a consumer’s journey from ad exposure to conversion, be it online or offline? Contact a Foursquare expert to learn more about leveraging the power of Attribution to understand the true impact of your marketing and drive ROI.
Reviewed By: Arianna Vogel