Are your mobile marketing campaigns successful? How can you tell?
To determine if you’re producing the best mobile marketing campaigns you possibly can, it is essential to determine the metrics you wish to measure before you create your campaign strategy.
Mobile marketing is an essential aspect to include in a comprehensive marketing plan thanks to the rise of smartphones and social media. Before you can begin your mobile marketing campaigns though, it is imperative that you create a mobile marketing strategy to guide you through the campaign process. How, though, do you know if your mobile marketing strategy will be effective and successful? Key metrics can help you answer this and ensure that all your mobile marketing campaigns are successful.
Before you begin to create your mobile marketing strategy, it’s important to make your key performance indicators (KPIs) before you begin. These KPIs should be easy to evaluate and they should indicate how the mobile marketing campaign is performing when it comes to leading audiences to a purchase, turning them into customers. It is also important to establish goals you wish to accomplish with your campaigns. This will help you choose the best KPIs to determine the most successful mobile marketing campaigns you create.
Key Metrics to Measure Mobile Campaign Success
Key performance indicators (KPIs) are metrics used to determine the success of your business by assessing critical factors. Before you chose which KPIs you’d like to measure to determine the success of your mobile marketing campaigns, it’s important to note that KPIs work best when they can be measured frequently, they’re simple and easy for everyone to understand, they’re team-based, meaning that all departments can pull together for their success, and they’re based on factors that have proven to have a significant impact on your company. Also, KPIs should always be approved by senior management and they should be able to be evaluated and analyzed. This will lead you to more success in the future.
One of the most important metrics to measure to determine the success of your mobile marketing campaigns, thanks to the dramatic rise of social media, is your social metrics. Since word of mouth (WOM) is one of the most efficient ways to get the word out about your brand, and most people today trust the recommendation and advise of their friends and family, a key metric that will help you determine your mobile campaign success is knowing how well you’re performing on social media platforms. The best way to determine this is to use a social media analytics tool that will let you know your brand mentions, the number of shares and comments to and about your brand, any retweets about your brand, the number of views and subscribers you receive, and much more. Here are a few social analytics tools that can help you better understand your social metrics:
- Sprout Social
- Google Analytics
This metric is a great way to measure the effectiveness of your mobile campaigns because it shows you how many individuals use a certain app more than once within a given period. Since many people download an app, try it once, then quickly abandon it, just knowing the download rate of an app won’t help you choose the best platform to launch your mobile marketing campaign. According to Statista, only 24% of apps are used more than once during the first six months of a user installing it. So, before you choose an app to launch your campaign on, understand how much people are using it, or else your campaign will not be seen.
The interaction rate is a great metric to help you create successful mobile marketing campaigns. This rate refers to the number of actions users take when it comes to a creative execution. This can be swipes, touches, video plays, social shares, and other actions. Then, divide this number by the number of impressions and you’ll understand how much your viewing audience interacts with your campaign. Make sure your minimum interaction rate is 1.8% and universal touch rate is 7.34%. Anything lower will let you know that your mobile marketing campaign isn’t successful and should be revised.