©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
A recent study of direct marketers conducted by Experian found that more than half (58%) would invest more money in mobile marketing if it were more measurable.* The problems they cited in measuring this exciting new channel of communication included:
- Fragmented response mechanisms
- Coordinating multiple platforms
- Varying technologies
- Fragmented metrics from various sources
Marketing via mobile device offers opportunities similar to any medium. The difference is that, given all you can measure, it’s potentially far more complex to keep track of all the types of response you could get from a single communication. After all, a mobile device provides communication through several separate media types including voice, email, Web, text, proximity services (sending offers when customers are in specific locations, for example), apps and more.