Mobile is exciting because it combines many of the models and methods of other channels with the ability to reach and engage consumers anywhere, anytime.
Successfully measuring a campaign requires clear definition of goals and key performance indicators. Typical campaigns include database building via e-mail capture and more detailed form fills; sales via m-commerce and mobile coupon redemption; a direct action, such as click-to-call; viral distribution through send-to-friend; and local offer participation that drives walk-ins with maps, directions and coupons. Mobile’s unique characteristics — including immediacy of response, higher brand impact and response rates, and location awareness — provide opportunities for measurement that can generate additional intelligence on why a cross-media campaign succeeds and how to improve it in the future.
To measure how targeted your audience reach is, it is important to measure how efficient the media spend is in reaching your target demographics or in-market consumers. It is also important to look at the click-through rate, which is most applicable for cost-per-click campaigns, but is also valuable for comparing mobile with online.
Marketers should also look at page views when driving to a mobile landing page or site to measure consumer engagement. In addition, the number of pages viewed, video views, send-to-friend actions, wallpaper downloads and other actions should all be captured. Short codes or text campaigns that are promoted via other media can be used to measure the effectiveness of that medium. Click-to-download banners and click-to-store ads or landing pages can also enable direct measurement. Coupon redemptions can be measured in store.
Integrating with existing digital measurement tools is also critical. Quattro Wireless analytics, for example, are integrated through DoubleClick DFA, Microsoft Atlas and Omniture, among others, to provide a cross-channel picture of marketing efforts.
Marketers find mobile is often the most effective consumer activation channel, and by following these tips you can make the most of your mobile advertising investment.
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.