Much has been made in the press lately about the inability of marketers to measure mobile marketing efforts. Simply put, this illustrates a lack of understanding by companies and shines the light on agencies without deep mobile experience. Every mobile marketing channel has rich analytics available and to not leverage the data is the fault of the executer, not the channel.
In preparing your mobile strategy, keep these five keys in mind:
- Strategy before Technology: Many of the aforementioned measurement problems arise because marketers are chasing the next shiny mobile technology, but not developing comprehensive mobile strategies. One-off tactical executions will always be more difficult to track than ongoing programs that deliver data over the course of months or years. Develop the strategy and then pick the appropriate technology.
- Define the Goal: Without a doubt, our most successful clients set clear goals for all mobile efforts. This may sound elementary but you can’t track success if you don’t what it looks like. Is it new sign-ups, leads, coupon redemptions, phone calls, visitors, or something else? Pick something and measure it.
- Integrate with Other Channels: Mobile is at its weakest in a standalone effort, while at its best when tightly integrated as part of a high-level strategy. Assuming that you have developed a marketing strategy and partnered with an agency that works across all of the mobile channels, tracking the relevant data isn’t difficult.
- Analyze the Data: If you followed the three keys outlined above, you should have a nice pot of data to analyze and use to shape the next iteration of your mobile strategy.
- Get Better: Tweak messaging, try new placements, and most important of all, don’t get complacent. There is always something new to try and staying ahead of the competition requires diligence and a commitment to the effort.
What are you doing to shape your mobile strategy for measurement?
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This article is from Sean Bartlett
From the beginning, Sean’s been convinced that mobile marketing works best when it’s offered as part of a larger brand/marketing strategy. Bored by the status quo, Sean gets excited working with clients and team members who are willing to try new things and make an impact.
Sean has written 12 posts.
