In the Mobile ERA: The Evolution of Digital Tracking, Statistics and KPI’s

Mobile Marketing Measurement

In today’s technology driven world, mobile phones are the first line of inquiry when it comes to consumerism. These mobile platforms create ample opportunity for marketers. However, this new platform also requires a certain amount of evolution in regards to marketing measurement. With this new mobile trend, measurement no longer follows the same behavioral patterns as it used to. Many prominent marketers are now changing their approach to how they measure results.

Imagine you have the need to purchase a new computer. Where do you start? If you are like most consumers today, you would pull out your smart phone and start researching different types of computers on the internet. Copious amounts of need-based research are done before you ever set foot in a Wal-Mart or Best-Buy. This same method of research-before-purchase shopping applies to most consumers today regardless of generation (although certainly mobile usage is highest in the millennials). Whether you are searching for a new microwave or planning trips to a resort, consumer decisions are based upon brief moments (micro-moments even) of binary decision and curious research (buyers journey).

Continue reading... and adjust your mobile marketing strategy.