DMA 2012 Lessons: Mobile is Growing And We Need To Track It

Posted By Heather Sundell On October 16, 2012 @ 10:53 am In Featured,Mobile | No Comments

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Well it’s my last day here at DMA 2012, and I’m excited to talk to even more new people, and attend a couple more sessions before I fly home. As I alluded to yesterday ^[2], I attended a session called “Mobile Meets ROI: Demystifying Campaign performance.”

Not only is mobile a hot topic, but for anyone at The Search Agency, attribution to ROI is what really counts. I was surprised to find myself as one of only four attendees at this round table session. Two of the other people were from the same company, and I was the only female. Hello?? Why wasn’t everyone clamoring to get in?

Anyway, the two leaders of the session were from Velti Mobile ^[3], a full mobile marketing solution. They were great speakers, who spoke The Search Agency language of DATA DATA DATA. Here were the key takeawys:

Some Facts – In 2015:

• Traffic from wireless devices will exceed traffic from wired devices.
• Spending on mobile is projected to grow $3.3B to $20B+.
• At a steady 30% growth year over year, mobile is the fastest growing media.

4 Things People Use Mobile For:

• SMS
• Email (mobile opens have increased 30%)
• Social Marketing
• Photos

Mobile is the most diverse media channel. There are many other sub channels like:

• Mobile Search
• Mobile Email
• Applications
• Advertising
• SMS
• And more….

The Media Planner’s Dilemma:

• Hardware (There are many different types of tablets smartphones, and other mobile supported devices that all have unique sizes and requirements.)
• Software
• Ad Technology

Mobile allows for the capability to interact with a site in more ways than desktop does. This makes it more difficult, but also more imperative to track every interaction and attribute it to a specific campaign, so that you can truly measure success.

• Awareness – impressions
• Engagement – page views
• Monetization – payments
• Retention – participation

Display, paid search, and SEO all want a piece of the mobile pie, but they are quickly realizing that they will all need to work together on a holistic approach to see real success across all channels.

Most importantly: If you don’t have a mobile optimized site, your consumers WILL leave.