Tag: mobile marketing

Mobile marketing is proving to be difficult, even for the pros

| July 28, 2015

Marketers hare having a hard time trying to master advertising over smartphones and tablets.

According to recent data published in a report from DialogTech Insights, mobile marketing is causing quite a bit of challenge for marketers that are hoping to be able to reach consumers over their favorite devices.

The issue is primarily stemming from a lack of metrics to show whether or not their efforts are working.

The data from the firm said that mobile search and landing pages are bringing about a combined 81 percent of all calls for their customers. Equally, another 18.7 percent have been driven by mobile display and social. That said, when call attribution has not been established, mobile marketing companies don’t catch 49 percent of the conversions over smartphones and tablets. This brings about an inaccurate understanding of their return on investment (ROI) figures, and it places the optimization of their campaigns at risk.

This is happening despite the fact that mobile marketing sources have grown by 34 percent in half a year.

Mobile Marketing Proves DifficultOver the last complete year, there was a 77 percent increase recorded by the firm’s report. That report was based on an analysis of over 400,000 inbound calls that were placed to companies, and more than 60 million website sessions that had been tracked through the DialogTech platform called Voice360. That platform boasts more than 5,000 active customers spanning 35 different industries.

The data analysis in the report indicated that despite the fact that conversion rates are still significantly varied based on issues such as product and industry, the firm determined that there is an average 2.4 percent web form conversion rate on landing pages.

The DialogTech senior vice president of marketing, strategy, and analytics, Steve Griffiths, explained that “Call tracking is a form of lead attribution and marketing analytics technology marketers use it to track inbound phone calls back to the specific marketing source that originated them.” This means that call tracking makes it possible for mobile marketing companies to better understand their campaigns, ads, and keyword searches, as well as online and offline sources. A better understanding enhances the ability for optimization.

Twitter mobile Ads Manager officially launched

| July 9, 2015

This new marketing strategy will make it possible to track ad campaign performance over smartphones.

Twitter has now released an official announcement of the launch of its mobile Ads Manager, which makes it possible for Twitter app users to be able to track the performance of their ad campaigns.

This includes the spend, the number of engagements, the cost per engagement, the number of impressions, and the engagement rate.

The mobile ads manager was formally announced by Twitter. For smartphone users with iPhone 6 and above, the new button for insight into ad performance now appears on the profile page next to the “Settings” icon. That said, for iPhone 5 users to be able to use this feature, they need to click the gear icon to bring up the Twitter Ads option. For Android users, they need to choose the drop-down from the Settings option. This, according to the announcement from the social network.

This mobile ads feature was designed for smartphone and tablet users in mind, but doesn’t allow for advertisement design.

social media twitter - Mobile AdsThe user is able to obtain insights with regards to their mobile marketing efforts on the social network, but the mobile advertising feature doesn’t go quite as far as the desktop capabilities in that it does not allow a campaign to be launched from a smartphone. Instead, an ad campaign must be created over a laptop or desktop computer.

This represents a different direction from the social media marketing strategy that was recently implemented by Facebook when they created their dedicated Facebook Ads Manager App, which not only allows marketers to be able to monitor their ad campaigns while on the go, but also create them from their smartphones and tablets.

That said, once the mobile ads have been created, the Twitter Ads button that is available on smartphones and tablets provide a range of different metrics summaries across the campaigns. Moreover, it also allows campaign bids to be edited, and budgets and schedules can be altered. Furthermore, Twitter has also pointed out that it is possible for campaigns to be extended paused, or resumed after having been paused.