Companies everywhere are tackling the mobile advertising world to entice a new consumer demographic, mobile device users, into purchasing products and services. From using every advertising trick in the book to hiring mobile marketing agencies to develop successful advertising campaigns, businesses may be seeing an increase of profits across their mobile marketing platforms.
Yet which platforms are bringing in the most conversions? What campaign is working out great and which one is struggling?
These are the questions a successful business should ask about their mobile marketing campaign. Knowing the answers to these questions will allow you to divert the right marketing resources to your struggling advertising efforts. To help you answer these questions, you can use several different tracking methods.
First, decide what you information you want to analyze. Not every business uses the same marketing campaign. Do you focus on mobile apps? Mobile ads? Mobile messaging? QR codes?
Mobile users will use different ways on a daily basis to interact with your company. Knowing what you will analyze helps cut out the useless information you don’t want and instead focus your efforts in gathering the important data that will truly benefit your business.
Next, use the information to see how your marketing campaign is doing. Basically, gather in the important numbers. If you are using mobile messaging, data you want to gather includes the number on URL conversations and the response time. For mobile ads, you want to gather data concerning the number of impressions — visitor views — your ad is receiving.
You may also want to track the mobile context points — such as the location, time, device and end result the advertising has on the mobile user. This method allows you to track success by analyzing certain factors:
* Is your advertising successful on a certain mobile device or operating system?
* Are there certain times and locations causing mobile users to access your website more frequently?
* How long is the mobile user staying at your site?
* Is the advertising converting sales, opt-ins or call-to-actions of the mobile user?
In addition, don’t forget to measure cross-media impact between your mobile marketing campaign and your traditional marketing campaigns. Reliable mobile marketing agencies such as Hipcricket have designed tools and resources to help with the integration of your traditional and mobile marketing campaigns so you are analyzing your advertising efforts from every angle.
Lastly, decide what your goals are for the mobile marketing campaign. Having firmly established goals will help you decide how successful the advertising campaign truly is. Knowing how many impressions, clicks, conversions and sales you want in a day from the type of mobile marketing campaigns you are using will allow you to properly allocate the right resources to improving your marketing efforts. Track the numbers, see if they have meet your goals, and change tactics if your marketing strategy isn’t bringing in the results you wish.
Tracking how successful your mobile marketing campaign is can be done so long as you have set goals and you understand how you will use the gathered information to help your company’s advertising efforts. Search for the right mobile analyzing tools suited for your particular marketing campaign and get started in reviewing that data.
About the Author
Patrick Wingam is a marketing manager and technology expert interested in big data stories like internet marketing, animals and all things Apple related.
This is an original article from WP Cypher Copyright 2012