According to a recent Forrester Report, nearly 37% of marketers don’t have defined objectives for mobile marketing measurement.
Ashley Eckel writes about how technology and data both tend to move faster than marketers can. Keeping this in mind goes on to discuss Key Performance Indicators, also known as KPI or Key Success Indicators (KSI), to help an organization define and measure progress toward organizational goals.
Align teams to match measurement strategy and not just creative, at the moment using mobile, brands are trying to boost customer engagement, rather than link directly to sales. The Financial Department will not be happy with the Creative Department when there is no ROI (Return on Investment), measurement plan must be in place. Adding an App may attract many downloads, however few return if not finding what they wish to consume.
Location and Context come into play in a fast paced digital world. To benefit from mobile campaigns, local is ‘key’ with additional coupon offers attracting consumers within the area.
See on www.chiefmarketer.com