How Analytics Can Boost Mobile Marketing StrategiesJanuary 8, 2013 By Brendan O’Kane
Meet Ms. X, a female in her 20s who loves her smartphone, spending hours on it looking for the latest in beauty and fashion tips.
Ms. X has 43 beauty and fashion apps installed on her smartphone, but there's a problem: Every time one of the apps is running in the phone's background, she's overwhelmed by a lot of push notifications that pop up at random moments. They also offer things she's not interested in.
Fed up, Ms. X goes through all her beauty and fashion apps and unsubscribes from marketing push updates. She's not the only one. Message overload leads 69 percent of mobile phone users to unsubscribe from mobile marketing updates, and 60 percent of mobile phone users say they unsubscribe because the messages they receive aren't relevant to them.
The problem with the above scenario is that it's become increasingly common. Brands, under great pressure to "go mobile," put out mobile sites and apps but are then challenged by building a strategy that engages, rather than annoys, their mobile customers.
Researchers are predicting that by the end of 2012 global ad spend will reach $465.5 billion — a 4.9 percent increase from the total spend of $442.6 billion in 2011. They also forecast that spending on mobile marketing will jump 85 percent from 2011 to $11.6 billion by the end of 2012.
Monetizing messages through measurement
With brands pouring that much more of their ad budgets into mobile campaigns, it begs the question: Once a brand has rolled out its shiny new mobile campaign, then what? How can it take the fullest possible advantage of the limited screen real estate of mobile devices?
The answer is mobile measurement — i.e., analytics that provide actionable data on the effectiveness of marketing messages, whether push, SMS or mobile email — and the ability to quickly adjust those messages that don't work.
The industry of mobile messaging analytics is still in its infancy. According to the 2011 report The State of Mobile Measurement, implementation of mobile campaigns is booming but the measurement of those campaigns’ effectiveness is lagging behind and consistent measurement standards have yet to be adopted. However, mobile marketers launching campaigns now don't have to remain in the dark about whether their messages are engaging or enraging their target audience.