Your Biggest Marketing Campaign Will Be Mobile

Your Biggest Marketing Campaign Will Be Mobile

January 17th, 2013
6 in 10 people on Earth have cell phones.

Because of the complexity of mobile analytics, right now you cannot rely on Google Analytics to provide all the analysis you'll need. Six out of every 10 people on Earth have a mobile phone, meaning that the rise of mobile campaigns in the near future will be huge. Here are some important things to know about the process of tracking and measuring mobile marketing and advertising efforts.

 

Unlike online campaigns, mobile campaigns have varying factors to take into account, including: 
  • screen size and resolution across thousands of devices, 
  • numerous operating systems and browsers, 
  • unique network elements,
  • user location.
This, plus the fact that cookies generally don't work on mobile, makes campaign tracking tricky.
The mobile user's experience varies on any given day. The catch-all term "mobile" includes a litany of possibilities. Here's what you should be analyzing:
  • Mobile Messaging. carrier, timestamp, response history for specific numbers, and URL link conversions.
  • Mobile Ads. Mobile ads  can be text, audio, images, video and even rich media. Like online ads, mobile ads are also measured in terms of impressions, or how many people view them. Common impression tracking assets include a 1×1 pixel image, a 302-redirect, a Javascript code, or the ad itself.
  • Cross-Media Impact. Integrate mobile and traditional marketing and advertising campaigns. Examples include the placement of QR codes on product packaging and print advertising or the mobile call-to-action on television programming or radio advertisements. The response rate funnel of these engagements can and should be measured.
Have you implemented any mobile campaigns? What did you track? Let us know in the comments.

 

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