December 5, 2014 at 13:15Does your mobile ad work?
When a potential consumer clicks on an ad with a built-in referral link, he can be redirected to a landing page that takes into account the location of the person, his purchase history, the type of device from which he came, interests and much more. This allows marketers to track the campaign and make changes in real time, making and implementing important and profitable decisions in a couple of minutes and get better ROI with less cost.
Mobile advertising is on the rise today. Studies published by IAB , IAB Europeand IHS Technology this summer indicate a 92% increase in mobile advertising costs (up to $ 19.3 billion) in 2013 compared to 2012. More and more marketers are ready to attract customers precisely on the devices they use - social networks have become adaptive , applications and sites for creativity and, of course, shopping.
But are such costs justified?
According to eMarketer estimates, by 2017, more than a third of all people will use smartphones. Since this market is developing, the main question for the marketer at the moment is which approaches work in this area, and which ones are a waste of resources?
Tracking the user's path and their actions, whether registering, downloading or selling, is one of the most important components of modern campaigns, as it allows not only to track the effectiveness of advertising, but also to balance budgets for different promotion channels. Four tips are described below, following which you can improve the quality of your analytics and, accordingly, marketing.
Tracking the user's path
Today, our customers receive tons of advertising from all channels: search, banner advertising, video, advertising in social networks and applications. And before you become your user, a person sees several different advertising or PR messages from different channels.
However, most often only the last click is monitored before registration, which does not give a complete picture of which marketing activity or their combination gave such an effect. It is important to be able to measure and see the entire consumer’s path to the target action and evaluate the importance and value of each milestone along the way.
This approach is called “multi-touch attribution” and at the moment it is extremely important for the mobile industry, since it affects a huge number of marketing channels - social networks, videos, games and much more. A deeper understanding of the role of mobile marketing activities will allow you to more finely and specifically approach the distribution of costs for them.
Take a look at engagement
Good conversion is great, right? Yes, but not every converted one is equally useful, especially in a mobile environment where the downloaded application is considered a sign of “success." But installation does not mean anything if the application is no longer in use.
User engagement - in other words, this is how your customers interact with the application - this is a really important indicator. Tracking the number and frequency of logins, use of the application and additional purchases can give you a better understanding of the real value of converted customers.
Thus, tracking what happens to the client after installing the application or, in the case of other types of advertising campaigns, after the final click is another key to optimizing the effectiveness and profitability of your marketing efforts.
Attracting outside help
Every day, news comes out from leading players in the marketing and e-commerce markets like Facebook, Alibaba, PayPal and Google, every news and change in the rules leaves its mark on marketing strategies and opportunities.
Rapid changes in privacy policies, rules for the use of personal data of users and guidelines add complexity and complexity to the construction and analysis of advertising activities. Constant changes in what can be measured create problems for both application creators and marketers and affiliate networks.
Instead of trying to cover everything all by yourself, use the help of external specialists who will monitor and inform you in a compact form about all changes in policies and rules, as well as give recommendations on analytics and marketing nuances. Outsourcing such activities will free up the resources of your marketer to create more creatively accurate advertising campaigns.
Do not be passive. The
technical side of analytics also matters. Usually, a script is run when a person visits the landing page and only then begins to collect information about the user - viewing the search history, information about the operating system or device type. This is passive tracking, which starts already on your site.
His problem is that it is not always possible to react in time and quickly change a small but important part of the campaign. To start active tracking, use special links for each type of activity, each site and different keywords. You can create them directly in GoogleAnalytics using the URL builer. This allows you to maximally customize the data that we collect and make quick changes in activities and sites that show less effect. These links can also include demographic indicators for which the campaign is configured, the source of the link (banner, letter or search query, for example) and the keywords by which the link was found.
After receiving information that there are more clicks to buy fishing rods with delivery in one region, and “to purchase fishing tackle“ brings effect in another, you can adjust other activities and keywords in these regions immediately.
Tracking the effectiveness of mobile marketing is becoming an increasingly difficult task, especially given the daily development of this dynamic area. Marketers should be ready to look for reliable partners and solutions that will help to measure all communications with the client, involving the consumer in the use of the product and bring not only conversion, but also making a long-term contribution to user and business communication.
_____________________________________________________________
This is a translation of the articleSanti Pierini, President of Cake and an expert in analytics and online marketing.
Mobile advertising is on the rise today. Studies published by IAB , IAB Europeand IHS Technology this summer indicate a 92% increase in mobile advertising costs (up to $ 19.3 billion) in 2013 compared to 2012. More and more marketers are ready to attract customers precisely on the devices they use - social networks have become adaptive , applications and sites for creativity and, of course, shopping.
But are such costs justified?
According to eMarketer estimates, by 2017, more than a third of all people will use smartphones. Since this market is developing, the main question for the marketer at the moment is which approaches work in this area, and which ones are a waste of resources?
Tracking the user's path and their actions, whether registering, downloading or selling, is one of the most important components of modern campaigns, as it allows not only to track the effectiveness of advertising, but also to balance budgets for different promotion channels. Four tips are described below, following which you can improve the quality of your analytics and, accordingly, marketing.
Tracking the user's path
Today, our customers receive tons of advertising from all channels: search, banner advertising, video, advertising in social networks and applications. And before you become your user, a person sees several different advertising or PR messages from different channels.
However, most often only the last click is monitored before registration, which does not give a complete picture of which marketing activity or their combination gave such an effect. It is important to be able to measure and see the entire consumer’s path to the target action and evaluate the importance and value of each milestone along the way.
This approach is called “multi-touch attribution” and at the moment it is extremely important for the mobile industry, since it affects a huge number of marketing channels - social networks, videos, games and much more. A deeper understanding of the role of mobile marketing activities will allow you to more finely and specifically approach the distribution of costs for them.
Take a look at engagement
Good conversion is great, right? Yes, but not every converted one is equally useful, especially in a mobile environment where the downloaded application is considered a sign of “success." But installation does not mean anything if the application is no longer in use.
User engagement - in other words, this is how your customers interact with the application - this is a really important indicator. Tracking the number and frequency of logins, use of the application and additional purchases can give you a better understanding of the real value of converted customers.
Thus, tracking what happens to the client after installing the application or, in the case of other types of advertising campaigns, after the final click is another key to optimizing the effectiveness and profitability of your marketing efforts.
Attracting outside help
Every day, news comes out from leading players in the marketing and e-commerce markets like Facebook, Alibaba, PayPal and Google, every news and change in the rules leaves its mark on marketing strategies and opportunities.
Rapid changes in privacy policies, rules for the use of personal data of users and guidelines add complexity and complexity to the construction and analysis of advertising activities. Constant changes in what can be measured create problems for both application creators and marketers and affiliate networks.
Instead of trying to cover everything all by yourself, use the help of external specialists who will monitor and inform you in a compact form about all changes in policies and rules, as well as give recommendations on analytics and marketing nuances. Outsourcing such activities will free up the resources of your marketer to create more creatively accurate advertising campaigns.
Do not be passive. The
technical side of analytics also matters. Usually, a script is run when a person visits the landing page and only then begins to collect information about the user - viewing the search history, information about the operating system or device type. This is passive tracking, which starts already on your site.
His problem is that it is not always possible to react in time and quickly change a small but important part of the campaign. To start active tracking, use special links for each type of activity, each site and different keywords. You can create them directly in GoogleAnalytics using the URL builer. This allows you to maximally customize the data that we collect and make quick changes in activities and sites that show less effect. These links can also include demographic indicators for which the campaign is configured, the source of the link (banner, letter or search query, for example) and the keywords by which the link was found.
After receiving information that there are more clicks to buy fishing rods with delivery in one region, and “to purchase fishing tackle“ brings effect in another, you can adjust other activities and keywords in these regions immediately.
Tracking the effectiveness of mobile marketing is becoming an increasingly difficult task, especially given the daily development of this dynamic area. Marketers should be ready to look for reliable partners and solutions that will help to measure all communications with the client, involving the consumer in the use of the product and bring not only conversion, but also making a long-term contribution to user and business communication.
_____________________________________________________________
This is a translation of the articleSanti Pierini, President of Cake and an expert in analytics and online marketing.