The meteoric rise of smartphones has proven to be boon for many companies' online marketing strategies. However, as one industry observer recently noted, some legwork is needed for a mobile marketing campaign to be fully effective.
Writing for MarketingProfs, Mongoose Metrics director of marketing and content Kathleen Colan asserted that web analytics and call tracking are necessary to monitor the effectiveness of a mobile marketing campaign.
Through analytics, she wrote, companies are afforded a wealth of information about their mobile marketing endeavors, including page views, traffic sources and high-traffic times. This is key to identifying which content marketing pages are attracting convertible mobile audiences. Additionally, a business can observe what types of mobile devices are accessing its website, enabling it cater its strategies to such platforms.
Not all mobile conversions take place online, however. Indeed, after visiting a mobile website, a potential customer may be inclined to call the company for more information. This necessitates the use of call tracking, Colan noted, which can complement web analytics to provide a company more information regarding mobile website visitors.
As Colan suggested, there is more to mobile marketing than launching a website optimized for mobile technology. However, this is not to downplay the importance of a clean, easily navigable mobile webpage. As Brafton reported, a recent Compuware study revealed consumers have high expectations when it comes to the mobile web, stressing that sites must load quickly and be comprehensive to be successful.
