Measuring Mobile Marketing Requires Different Metrics

Mobile internet access has changed customer behavior and marketing strategies. Marketers are placing a priority on mobile, investing more in new technologies and strategies. But, while progressive marketers adapt to mobile behavior, their measurement practices lag.

Many suffer from organizational confusion and lack of resources, according to a Forrester Research study. Citing lack of resources, only 10% of marketers consider their organization to be mobile savvy. Many also struggle with mobile advertising, including testing, creative and measurement. Only 37% spend more than $50,000 a year on mobile advertising. Only 17% say they have used mobile to transform their overall customer experience, and 47% view mobile as merely a scaled down version of other online activities, the Forrest report states. Many businesses are just starting to build mobile websites and apps that cater smartphone-toting customers. Many face organizational hurdles.

Desktop Metrics Applied to Mobile

A major problem is that marketers frequently measure their performance using metrics transferred from desktop, argues Forbes contributor Brian Solis of Altimeter Group. Those mismatched metrics can produce faulty guidance, weaken growth and lead to missed opportunities.

“We live in a mobile-first world, so metrics need to change,” Solis recommends.

Mobile has transformed the consumer purchase journey into micro-moments.  Those moments are times when smartphone users turn to their phones for help and information: to find a restaurant, learn how to install a faucet, or purchase a new jacket. These micro-moments are open invitations for brands to engage.

Common legacy desktop metrics do not measure growth, Solis argues. Standard metrics including views, impressions and clicks, have serious shortcomings. While they track online activity, they don’t provide insight into customer intent or context. They don’t align with micro-moments and don’t show how mobile marketing impacts business results.

Current Mobile Measurement Problems

Solis cites three problems with measurement today.

Desktop metrics are insufficient. For example, conversion rate or cost-per-acquisition may be irrelevant if customers conduct research on mobile and convert on desktop.

Mobile creates gaps in measurement. Analyzing behaviors across devices and channels is now more difficult and not always possible.

Consumers behave differently on mobile. People act based on immediacy and prioritize their needs over brand loyalty. If consumer behavior on mobile is different, it follows that metrics must be different.

The solution is to “begin with the end in mind,” Solis says, quoting Dr. Stephen Covey. “You have to begin with the insights that matter to customers and the outcomes that matter to the business — otherwise, nothing else matters.”

Seek Actionable Data and Insights

Grant Kemp, omnichannel manager at Inviqa, recommends concentrating on actionable data and customer insight. Categories of valuable metrics, Kemp tells mycustomer, include:

• User acquisition.
• Engagement,
• Conversions,
• Email responses such as open rates and unsubscribe rates.

“The key thing about metrics is that you aren’t looking at your users as numbers,” Kemp says. “You need to remember that these are real people interacting with your site or app. By understanding the valuable insights that these numbers can give, you will help your customers and visitors to enjoy using your digital content and come back for more.”

Bottom Line: While many marketers are dedicating substantial resources to adapt to mobile, measuring mobile marketing campaigns can challenge even sophisticated marketers. Successful mobile measurement requires a different mindset, as desktop metrics may produce misleading results.