The increased capability of smartphones to browse online has presented an opportunity for marketers to guide offers to consumers on the go. How can a mobile measurement plan help your business?
When Web analytics was first created, marketers imagined its purpose as measuring how, when, and why consumers arrived to a Web page through a computer. Few anticipated the enormous adoption of mobile devices and their Web capabilities. As a result, the need to develop a mobile plan to measure marketing activity has grown.
The challenge for analytics professionals and marketers is to rethink the mechanics of when and where ads are seen, as well as what action the potential customer undertakes after viewing an ad. Through an analytics mobile marketing plan, your business can discover increased ad engagement that translates into more sales.
The most typical mobile campaigns available include text coupons, mobile-specific ads, and mobile apps. To discover ways to make mobile measurement valuable to your marketing plan, your company can consider the following steps:
- Integrate your customers’ mobile usage into your digital presence: One-third of customers who use search do so on a mobile device, according to the book Digital Impact by Geoff Ramsey and Vipin Mayar. Tools such as Google Insights can help you learn search trends that can lead people to your mobile site. On your mobile site page, you will need to minimize photo file size for easy rendering, consider larger font size for certain text, and insert HTML links that trigger an action with the press of a button, such as dialing a store number automatically.
- Include analytics tools for mobile: JavaScript and browser cookies enable an analytics solution to track website visits and metrics. But not every phone accepts cookies or has JavaScript capability, making data collection accuracy from mobile devices difficult to establish. Moreover many phones permit cookie deletion, which limits the accuracy of analytics solutions. A standard Google Analytics solution can track visits from high-end phones such as Apple iPhone or Android phones that can support JavaScript tags. Analytics solution tools that track mobile devices without JavaScript and cookie support are becoming more widely available. There is a mobile version of Google Analytics that will account for lower-spec mobile phones overlooked in the standard version. Other specific mobile analytics solutions include PercentMobile, Webtrends Mobile Analytics, and Bango.
- Consider mobile marketing as a complement: Using mobile marketing along with other marketing efforts can encourage response. QR codes are a great example of complementary mobile marketing. This technique connects mobile device usage with offline media by using codes in print ads and posters that can be accessed with a mobile device. You can use mobile coupons to send customers to your website.
Understanding how your customers are using their mobile devices is an important part of any marketing strategy. And using metrics to measure these activities will help you create the best experience for your customers.
Pierre DeBois is the founder of Zimana, a consultancy providing strategic analysis to small and midsize businesses that rely on web analytics data.
The post Using Web Analytics in Mobile Marketing appeared first on AllBusiness.com
The post Using Web Analytics in Mobile Marketing appeared first on AllBusiness.com.