Smartphone adoption continues to explode with the ever-improving advancements in mobile technology. The introduction of faster networks and phones, greater data sharing capabilities and better user interfaces have enabled smartphones to dominate the mobile market.
According to a May 2011 report from comScore Inc., 76.8 million Americans use smartphones — 11 million more users than the previous three-month period. Additionally, Nielsen’s May survey of U.S. consumers concluded that 38 percent of all mobile consumers now own smartphones.
More companies are integrating mobile advertising into their marketing campaigns in response to consumer behavior and trends.. In fact, comScore Inc. reported that spending on mobile advertising in the U.S. is projected to reach $2.5 billion by 2014.
Mobile advertising offers companies the ability to reach busy consumers.. Using web analytics and call tracking, marketers can find the data needed to track consumer behavior and conversion rates, and evolve their campaigns to be more effective for targeting mobile audiences.
Mobile Advertising and Marketing Tactics
The following provides details on three common mobile advertising/marketing options, and how to effectively track results.
Mobile display ads
Display advertising strategically places a company’s ad and a concise call to action among relevant content — e.g. within an app, video or mobile site. Mobile display ads consist of text, logos, images, banners or maps whichdirect a user to the company site, conversion form or phone number.
Similar to desktop advertising, mobile display ads are tracked by web analytics and call tracking systems which monitor the conversion rates of individual ads.
While web analytics will provide you with information on visitor behavior and click through patterns, the call tracking number associated with a campaign will capture a caller’s mobile conversion source and other relevant information. Together, these tools will provide you with lead details needed to track campaign effectiveness and improve sales follow up.
Mobile PPC, or pay-per-click, is used for mobile search advertising. According to Google, mobile search queries represent approximately 15 percent of all search volume, and continue to grow at a rapid pace. In response to this growing opportunity, advertisers are turning to mobile PPC campaigns.
Click-to-call functionality makes mobile PPC particularly convenient and effective for mobile searchers seeking immediate information. However, to properly evaluate the results of your campaign, you should consider integrating PPC call tracking into your paid ads and web analytics and call tracking on the designated landing page(s).
Mobile Text Messaging (SMS)
Text message campaigns are used by a range of organizations to connect with audiences on the go, providing customers with easy access to relevant information.
For example, Scotts Miracle-Gro’s SMS campaign provides mobile users with a short-code texting option that automatically sends tips on lawn care, and upon activation requests an email address for delivery of the campaign newsletter. In essence, Scotts has leveraged mobile marketing efforts to further engage its customer base and drive email subscriptions.
Additionally, local and service-based businesses can include call tracking numbers within mobile SMS campaigns to better track customers who then make appointments or reservations, purchase tickets, cash in on special offers, or simply call with questions.
Tracking Mobile Campaign Performance
Smartphones offer users the accessibility to surf the web, find information relevant to their needs and take immediate action, such as access a website or call a local business or hotline. With effective mobile campaigns in place, along with data from analytics and call tracking tools, you can properly evaluate your efforts and capitalize on this fast-growing marketplace.
Have you integrated mobile into your advertising and marketing campaigns? If so, what have you found effective for monitoring conversion rates and overall success?