Measuring Mobile Marketing
In the last few years, mobile marketing has stormed on to the world stage as a revolutionary means of advertising and business. It offers fast, reliable, and accessible use for a number of day-to-day services that give our lives much needed convenience. It would appear though, that mobile marketing is not without its hiccoughs. It has been noticed by many companies employing mobile marketing, that the measurability of a campaign is quite complex. However, there is hope.
With mobile marketing being tailored and engineered to serve specific campaigns; audiences and demographics, marketers can apply campaign specific analysis to measure the success of their venture. Mobile analysts, ‘Bango’ states a viable option for measuring the success of a mobile campaign based on the premise that accurate analysis of mobile sites requires analysing individual user decisions. Bango suggests that ‘Page Tracking Codes’ are a useful tool and by tracking user interaction on a websites; landing page, goal pages and at ‘key decision points’ i.e. download pages and online form completion, marketers can measure the exposure a campaign is having and customer interaction.
Bango have devised an accurate method of tracking for mobi-sites that can give marketers valuable information on customer behaviour and level of engagement. The tracking takes place by assigning a mobile users device with a unique tracking code. This code is then used to track a users online data usage and history (including; the device they are operating from, geographic location and the network they are on). Bango also use the tracking codes to give overall website analysis such as; page views and the time users spend on a site.
The tracking primarily takes place on a websites; landing page, goal pages and key tracking points. This way, marketers can make sure these checkpoints are tailored and thoroughly designed for specific audiences, and that way comprehensively gauge the interaction users have with the site. From this measuring, marketers can look at how well a site is engaging with an audience, and if necessary, head to the drawing board to make refinements to the layout, offers themselves, or even the overall strategy of their marketing campaign.
This approach may be just the start for how businesses can measure mobile marketing, but it still offers vital information for companies who want to know how effective their strategies are at present, and how successful their strategies are likely to be in the future. This allows for invaluable forecasting and thus careful refinement of market approaches, enabling companies to have a higher chance of success in their marketing campaign.
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