ROI Remains Top Concern and Objective in Mobile Marketing

They’re the three little words mobile marketers either love or dread the most – return on investment. For some with the right tools and winning strategies in place, …

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They’re the three little words mobile marketers either love or dread the most – return on investment.

For some with the right tools and winning strategies in place, ROI is a glorious thing. For others… not so much.

Regardless of which camp you’re most familiar with, one thing is for certain. If you’re serious about mobile marketing, you’re probably just as serious about ROI. That’s exactly what the results of a new study show.

This week, Aquent – a global staffing organization for marketing, creative, and digital professionals – published a report titled “Planning for Mobile Marketing Success Through Smart Staffing.”

Commissioned with Forrester Research, the findings show that demonstrating the ROI of mobile marketing is the top concern of marketers planning to grow marketing programs.

In addition, the report highlights, marketers indicated a consistent struggle with accurately staffing for mobile campaigns. As it turns out, few organizations have a full-time employee dedicated to driving mobile marketing initiatives.

“There is no denying that the consumer adoption of mobile devices is rapidly increasing and marketers must act fast to address new marketing touch points,” said Ann Webster, president of Aquent. “With 70% of companies having a mobile marketing strategy in place two years or less, we expect to see more organizations bring on mobile marketing contractors to fill critical skills gaps on their team.”

The complete survey results will be discussed in detail Thursday, February 21, 2013 at 1:00pm EST during the Aquent and Forrester Webcast presented by Forrester Analyst Melissa Parish.

To learn more or to register for the webcast, click here.

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7 comments

  1.    Reply

    That’s great stuff to know about mobile marketing, be sure to check out  <a href=’http://www.birkstaffinginc.com’ ></a>, not only do they help people find jobs, but also businesses who need some extra help.

  2.    Reply

    Michael, you hit the nail on the head. ROI should be spotlighted with every client. Yet I'm amazed at local marketers I've met personally who don't provide business owners with tracking, and how many business owners are okay with throwing their money in blind. They are used to doing this with print ads, so implementing online and mobile marketing strategies – with tracking for ROI purposes – is an educational process.

  3.    Reply

    (pt 4) You'll never know in advance what your mobile ROI will be, to the nearest 10%, but you can be sure of whether the ROI is going to be directionally correct and whether it is likely to be materially significant. Either you can work this out for yourself, applying good old common sense or through traditional audience research, or you can ask a specialist like my company (Incentivated). We can tell you what to expect and why, or what to do to in order to firm-up your forecasts. Of course sometimes a trial might deliver a negative ROI, because it is sub-scale, but rolling it out will take advantage of low marginal costs and significant reach. These are just normal business questions, of a marketing flavour. Not much different to “should I open a new store here” or “launch a sub-brand”. Of course not everything in marketing is measureable; we don't get to put one foot in each of two parallel universes and so the counter-factual will always be a guess even when you’ve tried it.

  4.    Reply

    (pt 3) What this article/survey shows is that most marketing directors have already completed various experiments/tactical campaigns using mobile marketing and while some worked others did not. Given the vast number of mobile touch-points that exist sometimes this mixed result can be confusing. In fact it is quite clear which is which and why some are working and others not (with hindsight, of course). Now these marketing directors need to hire specialist staff and set them particular, focussed mobilisation projects, learning from past efforts and listening to colleagues, competitors and specialists. Avoid the “sounds too good to be true” hair-brained ideas that rely on consumers changing their behaviours beyond what has happened already (they are probably more mobile than you are) and stick to what collectively we all know works today in mobile.

  5.    Reply

    (pt 2) Many aspects of mobile marketing have been proven again and again. Just look around you. A mobile commerce site or mobile CRM programme delivered by SMS or app (www.figarodigital.co.uk/case-study/marks-and-spencer.aspx), if designed and executed well, will deliver strong results on their own. Looked at from ‘before the last click’ and the ROI is even better (i.e. the effect of the ‘hidden’ ROI in this multichannel world where mobile is an incremental addition to what you do already in-store or online). On the other hand an app that does nothing new for the consumer will be lost in the app stores and you might as well have ripped up fifty pound notes. The same is true of mobile PPC when it sends users to desktop sites. More than £100m is wasted in the UK this way each year. How much are you wasting because you don’t know what your customers are doing on mobile; because you don’t understand their mobile habits? Your mobile ROI might even be negative even though you think that you don’t do mobile yet.

  6.    Reply

    Good mobile marketing delivers ROIs in the hundreds or thousands %s, whereas poor mobile marketing loses you money (low or negative ROI). In this way mobile is no different to other media/channels. What should be remembered, in a multi-channel world, is that consumers do not stay entirely within the mobile channel (or any other channel for that matter). They might search on a mobile device but come back later and buy in-store or online. They’ll try to shop in your store, find that their size is not available, then scan a QR code to reserve the item and hopefully collect and pay for it in another store the next day. You might send them an SMS but they end up buying via the desktop site later that evening. If you misunderstand this then the ‘hidden’ ROI will accrue to those who do get it and you’ll be left thinking “why is my competitor motoring ahead of me?”

  7.    Reply

    (pt 5) So try and if you fail, fail fast. But don’t let this very real medium pass you by when it is clear from looking around you that consumers are mobile and have been for the last two or three years. You are already late to the dance.