Analytics for Mobile Marketing

We’ve done a lot of talking about how to implement an analytical approach into your direct marketing strategy . . . but what about mobile marketing? Yesterday, we posted on our Direct Marketing blog about the increasing importance of Mobile Marketing — and how it will continue to grow over the next few years (to an estimated $19 Billion by 2012).

Well, to build on that theme, in a recent Businesswire article it is reported that mobile marketers have already jumped on the analytical bandwagon.  In fact, the article reports on Bango Analytics, who provides a hosted service that allows mobile marketers everywhere to connect their sites to Bango’s analytical service to receive results — who’s responding, how long are they on the site, where are they clicking, etc — for free and in minutes. Very forward-thinking!

Bango has published some of their results on click through and conversion rates from these mobile advertising campaigns. “Banner and text ads on mobile websites typically have a click through rate of 2-8% with a conversion rate of 2-5% which can be as high as 12% on some networks.” So, very high conversion rates! In addition, Bango’s data “clearly shows that when the offer is closely aligned to the needs of a particular consumer profile, click-through and conversion rates increase, often doubling.” For those of you who have been reading our blog for a while now, you know that we truly believe in the power of the customer profile. Here, again it is proven to increase conversion rates on mobile marketing campaigns. The bottom line here? You’ve got to really understand and define your customer base. With these types of response rates, it is crazy not to go through the customer profile exercise.

The other thing to consider about the use of this free analytical service, is that mobile site owners can easily determine the characteristics of those most receptive to their marketing message. According to the article, “This information is then used to focus marketing campaigns on the countries, networks and handsets which return the highest conversion rates.”

Kudos to Bango for being savvy enough to offer this service to their customers — this is using intelligent marketing at it’s best. Bango benefits by gaining more clients, and by offering this value-added service, their clients benefit by marketing more specifically to those prospects who will be most highly likely to respond and convert. This is a true win-win scenario!