How are your mobile marketing efforts benefiting your business? It’s an incredibly powerful tool that literally puts your message in the hands of your customers. Like any other advertising initiative, however, it’s important to quantify and track your mobile marketing success.
More Clicks on Android than iPhone
Statistically, advertising on Android devices will yield higher success than marketing to iPhone users. A recent Forbes article mentioned research from Optimal, an ad management firm; data shows that Android users click on ads 10% to 55% more often than iPhone users do. They are also more likely to take action after clicking on a mobile advertisement. As an Android power user, I’m not surprised at this stat as we tend to be more technically adventurous and savvy.
The prevalence of smartphones and tablets in today’s world give marketers the opportunity to do much more than purchase advertising space, however. Mobile apps are a great advertising tool that can improve the user experience, build consumer loyalty, and increase engagement with your brand.
Mobile App Analytics Coming Soon
With over 600,000 mobile apps in the Google Play store, it’s no surprise that Google is rolling out innovative new ways to track the success of your mobile apps. The new Mobile App Analytics service allows you to track and measure your mobile marketing, allowing you to make data-driven decisions.
Mobile App Analytics relays valuable information about downloads, new users, retention, crashes and outcome metrics such as sales. Mobile App Analytics users will also discover how consumers find their app in Google Play, and will be able to see the countries their consumers are located in and what devices they are using. This allows developers and marketers to optimize their app content for user markets and devices.
Detailed analytics also depict how frequent the app is used and how engaged users are with it. Visual representations of the actions that users will illuminate common pathways and where improvements are needed to make the overall app experience simple. Detailed information about crash trends and exceptions also allow you to troubleshoot problems and make quick fixes.
Of course, user experience and user engagement are just means to an end. The most important part of your Mobile App Analytics report, from a business standpoint, is the outcome and impact reports. These reports track goal conversions and in-app purchases that show how profitable your mobile app is for your business.
The Mobile App Analytics tool will be released by the end of summer 2012, making this a great time to build a mobile marketing app for your business. Until then I still recommend tracking your mobile traffic and goals in Web Analytics.