Mobile is a buzzword, no doubt about it. But it’s as much a catch-all term these days as “digital,” since it may refer to mobile advertising, apps, search, text messaging, push messaging, QR codes, NFC, mobile wallet and more. Given this incredible breadth of features, analysis of mobile engagement is becoming standard fare.
As Web access via a smartphone or tablet is becoming the norm, online experiences need to evolve, and so do the associated tagging plans and measurement approaches. Since cookies are largely irrelevant on mobile devices, for example, staying current with advances in tracking and targeting methodology are key to the success of mobile marketing.
While mobile marketing certainly presents its own complications, and we realize the importance of understanding the differences between PC, tablet and smartphone usage, we approach mobile analysis in the same fundamental way–with an eye toward defining KPIs that are linked to campaign objectives.