Mobile applications show huge promise, and businesses are jumping at the mobile channel’s ability to connect with customers in more strategic and personal ways.
But before developing mobile campaigns, many companies fail to develop a strategic plan for their mobile marketing channel. With unclear objectives, no key performance indicators, and lacking tools to assess and optimize, proving return on investment becomes nearly impossible.
By isolating what matters to your company and by studying data that tracks individual mobile customer usage, behavior and patterns, you can develop a compelling mobile channel that produces measurable returns on investment.
In this whitepaper from Webtrends, the global leader in social and mobile analytics, you’ll learn about key measurement strategies for mobile success, including:
WHITEPAPER / MOBILE ANALYTICS
Developing a Strategy for
Mobile Maturity and Investment
by Eric Rickson
WHITEPAPER / MOBILE ANALYTICSAt a GlanceBusiness TrendConsumers across the globe continue to spend more and more time on their mobile devices. Many brands are dedicating a higher percentage of their marketing budgets to engage an audience in this new channel. However, total marketing budgets remain relatively fixed, which puts pressure on mobile marketers to justify spending as they try to grow and monetize their mobile audience.
At IssueEven as businesses are starting to better articulate their strategy, a majority is still not effectively measuring the performance of their mobile tactics. With unclear objectives, no key performance indicators, and lacking tools to assess and optimize programs, proving return on investment is a major challenge.
Business SolutionAs mobile matures as a marketing channel, it will have a significant impact on the bottom line, ultimately leading to increased revenue and/or decreased costs. Measurement of the direct and indirect contribution of mobile marketing towards these business objectives is necessary in order to properly manage this channel. With digital analytics, they measure what matters to their business, build a business case for ongoing investment, and identify opportunities to incrementally increase returns.
Your brand in more places More than a decade ago, companies scrambled to take their businesses and brands to the web. Under great pressure, marketers rushed in with little more than blind faith in the new online channel. Few knew what a website could do for their business, yet no one wanted to be left behind without an online presence. The elements for sophisticated online marketing-web sales, strategies, interactive applications, search engine optimization and web analytics-were either in their infancy or nonexistent. The Internet was too new to measure. But over time, common standards were developed.
We take for granted that a website will open equally well in Internet Explorer, Firefox and Safari, but in the mobile world, what works fine on an iPhone may not work at all on a BlackBerry or Android phone.
Today, marketers are faced with similar circumstances, as well as "Ever since Beta versus VHS, we've been new challenges, in taking their brand mobile:in an environment where if you made . App platform fragmentation makes it expensive and time the wrong choice, you ended up behind. consuming to achieve broad reach with native applicationsAnd it's true right now. You're going to . Varying device capabilities create need for multiple mobile be making a bet, and if you make the web experiences adding complexity and costwrong bet, you might regret it later." . Information about their potential mobile audience isn't easily accessible, requiring a lot of guesswork in developing go-to - Josh Bernoff of Forrester Research market strategies on NPR's Marketplace, Jan. 27, 2010 . Mobile measurement is new, lacks common standards, and is often overlooked in the planning and deployment of mobile sites and apps
WHITEPAPER / MOBILE ANALYTICSOver the next few years of the mobile journey, some technologies will flourish while others may disappear. Which ones are anyone's guess, but one thing is certain: Mobile is contributing to the splintering, or multiple ways, in which your customers access the Internet and how they engage with your company. Ongoing measurement to show that you are on the right track is imperative.
Mobile Users > Desktop Internet Users Within 5 Years
Global Mobile vs. Desktop Internet User Projection, 2007 - 2015E2,000
1,600)MM( s 1,200resU ten 800ret Mobile Internet UsersnI Desktop Internet Users400
0 2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015ESource: Stanley Research
Achieving Scale as a marketing channelMobile adoption has quickly achieved a scale that brands cannot ignore. And it will just keep growing. . Currently, four out of every 10 mobile customers in the U.S. uses a smartphone, according to a recent Interactive Advertising Bureau study released July 2011. . Over 26 million people in the U.S. will be using tablets this year, growing to 82 million in just four years, according to Forrester Research, 2011.. iTunes App Store now offers nearly 450,000 apps, which raced past 10 billion downloads in January 2011. Retailer eBay achi... [download for more]
