Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Far too many mobile marketers are trying to use the same metrics to track their mobilecampaigns. They‘re trying to hammer a square peg into a round hole.Traditional online metrics are secondary in a mobile environment. Tracking calls andsocial media engagement is paramount. Tracking the time someone spent on a mobile siteand bounce rate is peripheral at best.2) The phone is a big dealOnline marketing took the wind out of the phone‘s proverbial sails. The phone had lost itsswagger as a conversion rate machine in the 2000s. Well, guess what? The phone is back.BIA/Kelsey says that mobile will spark a deluge of calls to businesses that will more thandouble call volume by 2014. They are literally saying that businesses receiving 20 calls aday now will be receiving 40 calls each day in just over a year.Mobile produces calls. Nielsen recently said that 73 percent of mobile searchers call abusiness as a result of their search. Wow.And getting all of these calls is a good thing. Phone calls are the highest value leads mostbusinesses receive. Our own data shows that inbound phone calls are 15 times morelikely to convert to customers than an inbound web lead that downloaded a White Paperor e-book.Calls are awesome and with mobile you‘ll be getting a lot of them.Calls are awesome. Image via Mad Men Facebook Page.3) Mobile analytics tools are availableIn 2010, 30 percent of mobile marketers told R2integrated they didn‘t have enoughanalytics to measure ROI effectively. That was a problem then. It isn‘t a problem now.There are dozens of tools that track mobile engagement. There are entire suites ofproducts that measure social media engagement via mobile devices. Even GoogleAnalytics‘ new mobile features will help.The bottom line is this: You no longer have a mobile metrics blind spot.Gold in them callsMarketing is changing. It is now a numbers game – a game of big and useful data.Marketers need to adapt to gather these changing analytics.119