Mobile marketing is by many accounts revolutionary to the world of marketing and advertising. The scope, speed, convenience, and targeted approach it offers customers and a business alike is simply unparalleled in the business world. However, as with all business ventures companies want to be able to measure the success and efficiency of their strategies, not only to monitor cost-effectiveness but also to determine how well their strategy is engaging with its audience. So, how is mobile marketing measured?
With mobile marketing being tailored and engineered to serve specific campaigns; audiences and demographics, marketers can apply campaign specific analysis to measure the success of their venture. Mobile analysts, ‘Bango’ states a viable option for measuring the success of a mobile campaign based on the premise that accurate analysis of mobile sites requires analysing individual user decisions. Bango suggests that ‘Page Tracking Codes’ are a useful tool and by tracking user interaction on a websites; landing page, goal pages and at ‘key decision points’ i.e. download pages and online form completion, marketers can measure the exposure a campaign is having and customer interaction.