3 Corrections For Mobile Marketers

 

Jason Wells, CEO of ContactPoint discusses what three things mobile marketers are doing wrong.  I thought they were so on point, I’d like to share them.  Note:mobile marketing is continuing to grow at a fast pace.  Google states that mobile search will blow pass desktop search by the end of 2013 and mobile marketing spend will increase by more than 5x in the next 6 years.  Mobile marketing is still in its infancy, and according to Wells, these are three of the biggest mobile marketing blunders:

 

1. Wrong Metrics:  It is an accepted and known fact that mobile marketing produce phone calls.  Google and xAd report that 50% of mobile searches result in phone calls.   BIA/Kelsey report that by 2016, mobile marketing will account for 70 billion phone calls, from 20 billion today.  With that being said, mobile marketers shouldn’t measure with click-through-rate, abandon rate, web leads, and time-on-site, instead, they should be tracking metrics surrounding phone calls.  Ironically, this important data is being unused by most mobile marketers.

 

2. Bad Mobile Pages:  A mobile landing page is different from a desk top landing page.  Lots of form feeds and content should not be used on mobile landing page.  Instead, liberal use of  ‘Call Now’ buttons, a tap-able phone number, and possibly a location feature should be include on a mobile site.  Mobile landing pages should go by the “less is more” theory on content, one form feed at most.

 

3. Don’t Go By Google for Measurement:  Google charges mobile click-to-call advertisers for every call their ads generate.  The problem that occurs is not all “taps” from a mobile device result in phone calls and not all phone calls are real calls.  Some are accidental clicks or are not qualified leads.  ContactPoint’s research reports that about 50% of the calls Google says are call are actually calls.  Less than 15% are good, qualified leads.  Case in point, most defiantly integrate mobile in the mix for effective marketing campaigns but do not rely on Google to report your mobile call metrics.

 

 

Read More