Pop Quiz: Mobile marketing is…
The correct answer to this question depends upon how mature you are as a mobile marketer.
For too many, the answer is “c” -- highly confusing. While there is plenty of innovation taking place in mobile marketing, much of it is being driven by a “trial and experimentation” mindset rather than a rigorous data-driven approach.
When polled by eMarketer, 63% of mobile marketers admit they either aren’t measuring or lack insights on how best to do this. Likewise, in a recent Aberdeen Research study on mobile marketing, most respondents identified enterprise-level marketing objectives as the barometer by which their mobile programs are measured. That is not mobile marketing maturity.
Mobile marketing maturity is recognizing that with
the increased capability of smartphones and the huge explosion of Internet-enabled tablets, marketers can reach consumers in new and exciting ways. The key to success is measurement.
It is also recognizing that mobile is perhaps the most measurable of all digital marketing platforms, and yet this data exists in many distinct silos. Examples of these silos would include SMS, QR codes, mobile Web, applications, mobile search, and mobile display.
To understand who this customer is and how to effectively market to them, this data must be synthesized
together with other key digital data streams -- email, social, WWW, display -- to optimize customer engagement and drive increased program ROI.
When Web analytics began to grow in importance, marketers imagined its purpose as measuring how, when, and why consumers arrived to a Web page through a computer. Few anticipated the enormous adoption of mobile devices and their Web capabilities. Nor did they envision the numerous ways that mobile marketers could engage with the consumer.
As a result, the need to develop a mobile plan to measure marketing activity has only become more urgent and complex, given the highly siloed nature of mobile data. The challenge that most analytics professionals and marketers face is that they must rethink the mechanics of how data is collected and assimilated. They must also not aggravate the problem by creating even more distinct silos where this data remains largely invaluable, given its isolated nature.
Through a mature, analytics driven-approach to mobile, your business can better understand which of these tactics makes the most sense to reach a given consumer segment, how best to engage that consumer, what’s driving traffic to these programs and most important of all -- the ROI for mobile.
Here are the top five tips that will help get you started on your path to mobile measurement maturity: