By Keith Trivitt | Director, Marketing and Communications
If a consumer finds your brand via a mobile device but you don’t track them across other media channels, is that consumer really relevant to your brand? That’s the conundrum many advertisers find themselves after a relatively short period in which mobile has become the dominant force of much of online marketing. Many marketers still view mobile as a branding play and are slow to see its potential customer acquisition opportunities.
That, and much more, is the conclusion of a recent Forrester Research study that examined how advertisers track mobile users across multiple channels. The data is pretty sobering.
According to Forrester, 37% of marketers do not have defined mobile objectives. Of those that do, mobile is viewed primarily as a vehicle for customer engagement and satisfaction. According to the report, “Make the Most Of Analytics To Meet Your Mobile Objectives,” 39% of marketers say they do not track mobile users across multiple channels.
Even more sobering: only 28% of marketers report using mobile to acquire customers.
All of which begs the question: What are brands really achieving with their mobile campaigns?
Mobile marketing campaigns that don’t help advertisers generate leads or acquire customers are a waste of time and money. Brands that want to gain the full benefit from mobile should include a healthy mix of lead generation and customer acquisition tactics in their next mobile marketing campaign.
There is no doubt that mobile is the future of performance marketing. But it’s going to take a change of thinking by advertisers, particularly the world’s leading brands, to shift their mobile focus from consumer engagement to customer acquisition.