Throughout this guide, we discussed the concept of mobile marketing, how your company can get started with mobile and the various opportunities available to you. But how do you measure the effectiveness of each campaign? What are some indicators that show your campaigns are performing well? Much like Internet marketing, one of mobile marketing’s greatest assets is its ability to track detailed results for each campaign.
Tracking data allows you to monitor a campaign’s ongoing performance. This way, you can get an idea of which messages or offers generate the highest response rates. Measuring your campaigns can also shed light on your audience’s behaviors, the offers they are interested in and how you can enhance your overall messaging strategy. With viable data on how your mobile campaigns are performing, you can make informed decisions about your future efforts.
What to Measure (KPIs)
Here are some key performance indicators that you should be measuring when it comes to mobile marketing:
With a mobile website, you need to put analytics tracking code within your site to track the amount of traffic that goes to each page, as well as where that traffic came from –whether it is a mobile search, banner ad, text campaign, etc. Remember when selecting a mobile analytics tool to ensure that it doesn’t count spiders from search engines as real traffic. Sometimes search engine spiders can increase traffic perceived to be coming from mobile campaigns. Ensure you are tracking unique visitors and real users.
Website Bounce Rates
Much like you would measure this on a standard website, you will need to monitor the bounce rates on your mobile site. Determine the ratio of the number of user visits with a single view to the total number of visits. This will help you understand how many of your visitors are just hitting your mobile site and then leaving it right after.
It’s one thing to drive initial traffic to your mobile site, but are users staying engaged with your mobile web property? Does your mobile site offer the functionality and features that engages users? Are they coming back to read and leave reviews, access news and updates or complete your desired call-to-action?
A way to measure mobile website engagement is to track the frequency of visits, which is the ratio of the number of visits to the number of users over a period of time. You can also measure the depth of each visit (the number of pages viewed on average compared to the number of visits). This will give you a general idea of how engaged users are with your mobile website.
Since mobile advertising can be directly targeted to your audience in one of the most personal ways imaginable (their mobile phones), measuring direct responses is a great way to determine effectiveness. Some examples of direct response metrics include: click-through rates on links within text messages, mobile banner clicks, mobile video views and click-to-call rates.
Similar to the above point, it’s important to measure all aspects of URL activity. Click-tracking is one of the most powerful ways to measure user engagement and return on investment for marketing campaigns. You should be tracking the click activity of anything that has a URL that takes users to another location with more information or to take an action.
To further expand on direct response metrics, call tracking is a KPI to keep your eye on. A good way to generate responses from your mobile campaigns is to invite users to call a vanity number to request more information or complete a sale. Using a custom number is an effective way to measure conversions on a specific campaign. This way, even if some users do not have a smartphone, they can still engage with your company via a click-to-call option. This is a great mechanism for tracking the number of conversions of text recipients to callers.
The only way to determine which keywords work best for your campaigns is by keyword tracking. Of course when creating your call-to-actions, you naturally select keywords that are enticing, relevant and easy to remember. But some keywords will outperform others. Tracking your keywords will help you know which ones yield the best responses.
If you are offering a coupon or discount in any mobile campaign, a good practice is to use a coupon code that can be tracked to measure conversions. Let’s not forget that discounts and freebies are a sure-fire way to get people clicking. But the important thing is to understand what offers are most compelling to your audience. Consider integrating unique coupon codes within your point-of-sale system to associate purchases back to a specific mobile subscriber and/or campaign.
Another good metric to watch out for are the opt-in rates of your mobile programs. How many people are subscribing to receive your mobile messages? Whether you’re promoting your mobile opt-in on your standard website, mobile website, through mobile banner ads or other forms of marketing, it’s a good idea to track how many people are opting in.
Further to the above point, aside from measuring your opt-in rates, you must also remember to monitor your opt-out rates. How many people are unsubscribing from your mobile program? When they opt-out, are you asking them why? This type of information will shed light onto the reasons people don’t want to hear from your company and perhaps what needs to be improved to reduce this metric.
In addition to measuring the number of people who opt-in to your mobile programs, you can use advanced opt-in tracking techniques that provide information on your target audience, such as demographics and psychographics. Savvy marketers will understand the importance of combining opt-in programs with advanced mobile technologies to generate extraordinary consumer intelligence.
If your company chooses to create a mobile app as part of your mobile strategy, then an obvious metric to measure is the number of app downloads you receive. Monitoring the number of times your app is downloaded from an app store will show the amount of interest your app has. Keep in mind that in order to influence downloads of your app, you need to generate awareness through various promotional efforts. It would be wise to track which campaign generates the best responses for app downloads.
Not only should you be tracking the number of times your app is downloaded, another important metric to keep an eye on is the number of unique app users over a period of time. This will show you how many people are using the app after downloading it, which is arguably a more impactful metric than the number of downloads.
Much like measuring the engagement levels of your mobile website, you can track the same metrics to measure how engaged users are with your app. For example, keep watch on how often people use your app, the duration of their usage (the average amount of time spent within the app) and which app features are used most often.
Simply allocating to mobile whatever that’s leftover of your marketing budget after the rest of your marketing efforts are planned out is definitely not the path to success. Mobile marketing should never be a strategy implemented in a silo. It is most impactful when it is integrated into your broader marketing program.
Many companies test the waters with mobile marketing as a detached effort and when it doesn’t work as expected, they assume it’s an ineffective medium that’s not right for their business. So let’s make one thing plain and clear: mobile marketing is not a standalone medium. It works best when it is a component of an integrated marketing strategy. Companies that find success with mobile have learned that mobile acts as a supplement to the other marketing techniques they are currently leveraging.
So in order to achieve success in the world of mobile marketing, your company needs to look at the bigger picture and ask yourself “How does mobile fit into my strategy?” and take steps to integrate this exciting opportunity into your overall marketing mix.
Though it’s evident that mobile marketing offers a wide range of benefits for companies of all sizes and industries, not all companies have the time, resources or know-how to successfully implement a mobile marketing strategy and integrate it into their overall marketing programs. If your company is one of them, then it is recommended you put your mobile marketing strategy in the hands of a certified professional.
WSI Internet Consultants are trained and certified by industry leaders to plan, strategize and implement proven digital marketing solutions for their clients. Our solutions include a wide range of services from traditional Internet marketing (such as paid search advertising and search engine optimization) to landing page design to social media and mobile marketing. All digital marketing solutions are custom-tailored to suit the needs and goals of each individual business.
Contact a WSI Internet Consultant today to discuss how your company can benefit from a proven digital marketing solution or to learn more about how a mobile marketing strategy can help your business.