Mobile marketing measurement is important, but don’t panic
In the third of our three-part series, Paul Cushman, Director of Mobile Sales Strategy at Yahoo!, outlines the importance of measurement in any mobile strategy and offers a simple formula for doing it right. For Part I, click here. For Part II, click here.
I’m shocked by the number of clients who start a mobile campaign with no idea how they are going to measure success. I’m not talking necessarily about goals, as this is a new channel to many brands and setting benchmarks is a legitimate and relevant approach at the start.
But make sure you are measuring and that you talk to your mobile advertising vendors about this. There are good in-house and third-party solutions out there that can improve the data a campaign generates.
Why is this important? Say the client comes in and says “I want an iPhone app!” (Let’s ignore the fact that this is akin to walking into the agency and saying “I want to do radio ads” without first asking whether or not you should even be doing radio).Read More »from Demystifying Mobile, Part III