Changing Digital Marketing Metrics For Smartphones

With more and more people using mobile phones to access the Internet, it is important for digital marketing specialists to factor mobile search into their digital marketing campaigns. Here, they should modify both their expectations of success, and the metrics that have been set for a mobile-based digital marketing campaign.

It may be more difficult to track user behaviour through cookies. Omnipresent sign-ins (such as through Gtalk or Windows Live) may ultimately build a bridge that would enable tracking across multiple screens. However, as of today, digital marketing professionals need to bring down their transaction and conversion numbers, and change their achievement metrics to include:

. Page stickiness: This is the number of page views per visit. When it comes to smartphone users, any person who does not tap the back button, is clearly interested in your digital marketing message.

. Send customers to sales channels: Your digital marketing messages should send them to places where they can be easily tracked. This includes your retail store, online sales channel, and so on.

. Simple forms: As it is difficult to fill in forms using a mobile phone, you should consider using other techniques to begin a dialogue. Some options are Facebook Connect, e-mails only, or opt-ins for SMS alerts.

. Twitter: Twitter tweets are a great way to collect responses. One of the largest groups of Twitter users, according to various statistics, is people who use smartphones and iPads.

. Mobile applications: Apps are interesting software programmes for mobile phones, which offer chatting, gaming, etc. for download. You could consider creating an app for your brand, to captivate your audience and bring them to your website regularly.

. Changing ad creative: Digital marketing professionals should think about creating a different ad creative for mobiles. People travelling with mobile phones have different needs, and may respond in different ways to different messages.

After completing the above steps, digital marketing experts should check their Google Adwords settings, to learn if they have opted-in to receive mobile search traffic. In many cases, advertisers who had opted-in have not considered the fact that mobile users (accounting for about 4-10 percent clicks) have lower conversion rates, and would lower their ROI. Most experts would recommend duplicating your most lucrative digital marketing campaigns, and re-launching it for mobile devices, with different advertising messages, landing pages, and bids.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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