I Phone Review

In the last few years, mobile marketing has stormed on to the world stage as a revolutionary means of advertising and business. It offers fast, reliable, and accessible use for a number of day-to-day services that give our lives much needed convenience. It would appear though, that mobile marketing is not without its hiccoughs. It has been noticed by many companies employing mobile marketing, that the measurability of a campaign is quite complex. However, there is hope.

It is simple to see and appreciate the effort that has thus far gone into making mobile marketing revolutionary to the world of marketing. However, with this revolutionary thinking in place, conventional means of measuring a marketing approach are no longer viable for accurate analysis of mobile marketing. New thinking has to be met with new thinking, and mobile analytics Bango have presented a first look at some viable options for accurate mobile marketing measurement.

The service assigns visitors (or more specifically their mobile device) a unique identification code. Bango then uses this code to enable tracking of an individual's data usage and history (including; what device they are using, their geographic location and which network they are operating on), as well as other valuable website analysis such as page views, time on site and unique visits. This information not only gives marketers the ability to see how their target audience is responding to offers and messages, also present information on what devices are being used to interact with the offers most.

The tracking primarily takes place on a websites; landing page, goal pages and key tracking points. This way, marketers can make sure these checkpoints are tailored and thoroughly designed for specific audiences, and that way comprehensively gauge the interaction users have with the site. From this measuring, marketers can look at how well a site is engaging with an audience, and if necessary, head to the drawing board to make refinements to the layout, offers themselves, or even the overall strategy of their marketing campaign.

In providing such tailored and targeted approaches to marketing, mobile also gives itself a prime opportunity to accurately measure the success of campaigns by tracking customer behaviour through mobile sites, opt-in rates to offers and alerts and giving an overall sense of strategy success. This allows marketers to continually refine their strategy and create an ever more tailored and targeted campaign that will increase success even more.