One of the key elements of a successful mobile marketing campaign is a clearly defined goal – is it to increase footfalls to your brick-and-mortar outlet, or is it to raise brand awareness? Once you have set a goal for your mobile marketing campaign, you need to figure out how you can measure its impact. In other words, you need to understand and analyze your mobile marketing metrics.
Not only do these marketing metrics show what direction the campaign is going in and whether it is helping you move towards your goal, they also show you if there any unintended results of the campaign. By analyzing your mobile marketing metrics, you will also be able to figure out if there are any loopholes you need to take care of, and what your options for improvement are.
However, before you can do any of that, you need to know exactly what to measure. There are three kinds of marketing metrics that you need to keep track of – Initial Interest, User Engagement and Final Conversion.
This set of marketing metrics helps you measure the initial interest generated by your mobile marketing campaign. This depends to a large extent on the kind of marketing tools and tactics you are using. For instance, if you’re using QR codes as part of your campaign, then number of scans should be one of the key mobile marketing metrics you track. Similarly, for your mobile site, you need to keep track of the number of unique page views you get, as well the keywords leading to your site. You should also keep an eye on the initial ‘opt-in’ data, subscriptions to SMS alerts and emails.
This set of marketing metrics should help you determine if, after the initial interest, your customers continue to engage with your brand. Here too, you need to keep an eye on how many people continue to opt-in to receive information from you and how many opt-out. You also need to check how much time people are spending on your mobile site, as well as the bounce rate and the number of repeat visitors. This is the stage at which you can also start measuring how many calls-to-action were heeded and how many clicks and form-fills you received.
This set of marketing metrics indicates how many of your interested and engaged users ended up making a purchase. Among other measures, you need to keep track of how many ‘clicked’ to buy, how many redeemed mobile coupons and how much each of your mobile consumers is spending.