Mobile Marketing Key Performance Indicators

Mobile devices have turned into a very important part of the marketing mix of companies all over the world. The strong growth of mobile advertising is making advertising agencies look for new and innovative strategies. Consumers rely more and more on mobile technology for their daily communication and to connect to the World Wide Web.

DGMediaMind, a leading advertising agency, decided to analyze mobile users’ behavior in order to provide brands useful data for taking decision in marketing and advertising strategy. Their report focuses on marketing formats’ performance and on the functionalities users used the most on their mobile devices.

They have analyzed more than 1 billion impressions of more than 1,000 mobile advertising campaigns launched since January 1, 2013. When talking about formats, expandable banners had higher performance than the polite and standard ones.

Entertainment and media sector got the highest CTR from all mobile formats, gaining a 1.10% and 1.21% clickthrough rate over the total number of impressions.

Mobile email marketing

Responsive design hasn’t been totally implemented into e-mail marketing strategies. According to ExactTarget, 42% of marketing professionals don’t use responsive design to create their advertising e-mails. Nonetheless, these professionals are well aware of the fact that it’s very important that the e-mails display correctly on mobile devices.

More than 24% of respondents admit than more than half of e-mails are seen on smartphones and tablets. On the other hand, 4 out of 10 marketers frequently use responsive design for their e-mail marketing campaigns. Mobile is an essential tool to increase the conversion rate.

Yesmail indicated that in November 2013 15% of the sales that derived from e-mail marketing actions were carried from an e-mail received on a mobile device. This fact is especially important for retailers who receive up to 18% of their income thanks to mobile e-mail marketing.

However, the CTR of mobile actions is too low compared to the CTR of desktop computers (11% vs 23%, according to Yesmail). This happens because of the lack of adaptation of advertising actions to mobile devices. 47% of marketing professionals are investing into complete integration and 95% of them admitted that they have seen positive results. 36% of marketing professionals plan to design a multichannel strategy to reach all types of audiences and provide an integrated experience.

As you can see, it’s imperative to adapt marketing actions to all kinds of devices. You must create carefully the design of your marketing actions – take into account that they will be seen on desktop computers, laptops, tablets or smartphones.