3 Ways Digital Marketing Agencies Measure Mobile
By Kerry Guard on March 26, 2013
As a digital marketing agency that focuses on integrating multiple channels into our clients’ marketing mix, we are constantly asked the following:
Where does mobile fit in? And how do I measure performance?
Based on our experience running mobile marketing campaigns, we wanted to highlight three executions & measurement options:
Mobile devices provide a fantastic conversion point: Calling your business!
Think consumers are shy to click the ‘call’ button on their mobile device? Think again.
BIA/Kelsey research shows that mobile call volume will double by 2014. Additional research has shown that inbound phone calls are 15 TIMES more likely to convert than a web lead from a download form.
So how can your brand create & execute a click-to-call campaign?
- Mobile Search: The major search engines (Google, Bing & Yahoo) all support the option to run paid search ads on mobile devices. Instead of sending users to a mobile landing page, allow them to dial directly in to your business.
- Mobile Banner: As users are surfing the internet on their mobile device or engaging with Yelp or a local traffic app, present a banner prompting your customer to click-to-call to learn more about the offering being advertised.
Click-to-call performance can be measured by creating a Google Talk number (free) and connecting with your brands Google AdWords account.
When a customer dials the phone number or clicks on an mobile search or banner ad, Google AdWords will capture that action.
Short Message Service (SMS) marketing encourages customers to ‘opt in’ to receive special offers, updates & additional information from a brand via a text message on their mobile device.
Similar to email marketing in that the objective is to capture & nurture a direct line of communication with your audience, SMS marketing flourishes when there are location-specific or limited time offers. Great examples include:
- "2-for-1 fish tacos during happy hour!"
- "New location! Come get FREE taco with beverage purchase during lunch!"
SMS marketing also helps bridge the gap between digital & offline, as success is typically measured in actual number of offers redeemed at a physical location.
Similar to SMS marketing, the focus of mobile database marketing is to capture ‘opt in’ leads to begin nurturing via a CRM or email marketing program.
The real value of database marketing is to create unique segments across platforms (mobile, tablet, PC), channels (CRM, online ads, mobile advertising, etc) & audience segments (B2B audience … B2G audience … etc)
Database marketing is a classic give-and-take exchange: In exchange for you, the customer’s, email address, we the brand will deliver you an offer via email.
Take a look at the example on the right:
- Brand would like to acquire customers' email addresses
- In exchange for that information, they will provide a $10 coupon for every $30 the customer spends at the restaurant
Database marketing campaigns can drive toward multiple goals and objectives, but here are a few of the more valuable metrics to determine success on mobile database marketing campaigns:
- Conversion Rates, such as number of opt ins divided by number offers redeemed
- Life Time Value, by continuing to measure redemption for each individual opt-in customer
- Revenue per Redemption, to determine high value audiences & promotions