More and more, the universality and convenience of SMS is making it the channel of choice for measuring the success of all media, whether mobile or not. Notably, print, out-of-home and broadcast ads increasingly include a common short code and keyword call to action. For example, by using a unique keyword for each set of ads — such as “text MMA to 47201” for an ad in an article and “text MMA2 to 47201” in a show poster — MMA can compare total response and average response rates to determine which outlet better reaches its intended customers.
Beyond comparison lies conversion. Responses can be used to grow an opt-in mobile database. Its success should be measured in terms of the number of ‘subscribers’ who convert to repeat paying customers, at what cost of acquisition and, ultimately, with what lifetime value.
By contrast, on the mobile Web, more traditional branding goals and metrics can loom large. Evidence is growing that display advertising can be measured as much by impressions and brand awareness as by click-through rates. In fact, the lack of clutter on the mobile handset means static ads can surpass comparable ads on the wired Web when measured by metrics like ad recall.
Mobile is not one channel, but many. Each mobile channel is measurable via its own portfolio of metrics. While SMS, mobile web, and branded apps are the most ubiquitous, MMS, e-mail, voice, Bluetooth, near-field communications (a wireless connectivity technology) and quick response bar codes each have powerful elements that can be measured, tracked and analyzed.
What’s more, these mobile channels provide new opportunities to measure the effectiveness of other media, such as print, outdoor or broadcast, no matter when, where or how consumer exposure occurs. Mobile represents a powerful marketing combination, any way you measure it.
This article originally ran as part of the January 18, 2010 Technique, “Make mobile measurement work for you.” To read the entire feature, click here.
