Performance marketing insights, discussions and expertise

Tracking for Mobile

By on September 26, 2012

Last weekend, millions of people got their hands on Apple’s latest creation, the iPhone5. Regardless of whether or not enough changes and upgrades were made, the evolution of the iPhone is all a part of the continually growing landscape of mobile devices.

Changing screen sizes, faster processing, greater accessibility, and the sheer proliferation of mobile devices present numerous opportunities for mobile marketing. Every smartphone and tablet on the market represents not only a variety of new ways your brand can interact with consumers but also a variety of new ways consumers can interact with your brand. As the mobile environment changes, so should your marketing. And so should the way you think about tracking.

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Mobile Websites
For mobile web browsing, you’ll want to track everything you track within normal web browsing – what pages are visitors viewing, how long are they staying there, where are they coming from.

Other aspects of the mobile experience should also be taken into consideration for mobile tracking. Take phone numbers for example. A phone number on a mobile site is an easy way to both encourage visitors to directly interact with a brand representative as well as track behaviors. Using unique toll-free numbers on web pages, you can easily track when a consumer makes the jump from simply viewing your site to engaging with your brand.

Mobile Commerce
According to a recent study from Econsultancy, 42% of consumers between 18-34 in the US have made purchases using a mobile device while only 28% of consumers between 35-54 have made purchases on a mobile devices. Considering certain aspects of m-commerce for tracking purposes will help you determine if buyer behaviors and personas differ for mobile purchases and conversions. For example, you may find that different referral sources are more effective in mobile than traditional web browsing thus influencing your mobile strategies.

Apps
Then there are mobile apps. Recent research done by Nielsen showed that 64% of time using mobile phones is spent on apps. With such a significant chunk of time being spent in apps, tracking consumer behavior there, from installation through all actions, is increasingly important. As you think about things to include in mobile app tracking, ask yourself how consumers are interacting with the app. Are there ads the consumer might click on? Is the the app setup so that consumers can make purchases? Are there games within the app? What exactly are you trying to get consumers to do? How will you measure the success of your app?

As the way we interact with mobile devices evolves, so must the way marketers think about interacting with consumers on those devices. To determine if mobile marketing strategies are working, to evolve those strategies with the mobile landscape, marketers must begin thinking of all the ways they can track mobile consumer engagement.

To find out more about the different ways you can track on mobile, drop us a line.

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