3 Reasons Why Marketers Can't Tackle Mobile Effectively
Bangalore: Mobile technology is growing at a staggering rate. And according to Google, mobile search is set to surpass PC search by the end of the coming year, with Google mobile ad revenue having reached eight billion in 2012 (increasing thrice as much since last year).
Yet, many brands and agencies still hesitate when it comes to utilizing mobile channels in their marketing efforts. Here are some of the most frequent challenges marketers face with the mobile outreach as pointed out by Elina English, the founder of ‘The piJnz Group’ via adotas.com.
1. Difficulty in tracking the right metrics. Marketers at present are understandably well-versed at handling all their operations, but only from a desktop perspective. Therefore, when it comes to analytics, marketers are more likely to view it in terms of unique visitors, time spent on their website, online purchases, etc. However, these methods are now barely of any use as they don’t offer much insight in regard to your mobile visitors’ behavioral patterns. Here are some of the necessary metrics that are usually missing from today’s mobile web campaign reports:
Track All Phone calls. According to Google, over sixty percent of mobile searches end in a phone call. Calls generated from the mobile website are hence a more common “conversion” action than the more traditional form signup. Even then, many mobile marketing efforts fail to track calls.
Finding a Solution to Shifts in Consumer Behavior Patterns. With smartphones usage increasing dramatically since the past few years. Consumer behavior patterns today are obviously witnessing a great change. When on-the-move consumers turn to smartphones to check upon reviews about and competitor pricing. The fact that most conversions with these types of interactions happen out of the website, they can be hard to track, yet tracking can’t afford to be ignored.
2. Understanding mobile behavior by device. There are many marketers today who tend to club all mobile devices under the same “mobile” category. In reality, tablet and smartphone visitors should be treated as two distinct categories, and tablet usage is a lot similar to that of desktops.
The manner in how people use iPads and tablets varies considerably from smartphone usage. According to a report, over sixty-five percent of tablet use is at home, with increased usage during evenings toward night.
Furthermore, tablet usage often tends to be more concerned with information consumption, on the other hand, smartphone use is tends to be lot more action-oriented and urgent.
3. Effectiveness of Mobile Ads is Questionable. Think of TV ads as annoying? Mobile Marketer’s recent report claims that the tolerance for mobile ads is 2.5 times lower than that of TV ads (with just eleven percent of smartphone users favoring mobile ads, as compared to a significantly larger twenty-seven percent favoring TV ads). The high click-through ratio of mobile ads that mobile marketers may at times indicate aren’t actually worth taking into consideration- As many as 40 percent of ad clicks may be attributed to being accidental or fraudulent, according to Trademob study. Hence, only Marketers that are attuned to the shift in consumer behavioral patterns and are able to form solutions based upon their target audiences preferences will be able to rise ahead in the future of marketing viz. Mobile marketing.
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