Online Marketing Summit (OMS) - The Myth of Mobile Metrics


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LogMyCalls CEO, Jason Wells, gave this presentation at the Online Marketing Summit (OMS) in Silicon Valley. It discusses mobile marketing and how to gather mobile analytics.

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Online Marketing Summit (OMS) - The Myth of Mobile Metrics

  1. 1. Jason Wells @logmycallsThe Myths of Mobile Metrics ContactPoint makers of LogMyCalls
  2. 2. About Me• CEO of ContactPoint, makers of LogMyCalls• Senior Vice President of Sony Pictures over global mobile marketing, mobile business – Tracking mobile metrics critically important
  3. 3. The Myths of Mobile Marketing Metrics• Myth /miTH/ noun – A false collective belief that is used to justify [something] – A tradition without determinate basis in fact Mobile is full of myths
  4. 4. Mobile Marketing is Full of Myths Mobile marketers „grew up‟ as online marketers • Think like online marketers • Market like online marketers • Look at analytics like online marketers • Optimize like online marketers
  5. 5. There are nearly 7 billion people on Earth4.2 billion own a toothbrush 5.1 billion own a mobile phone
  6. 6. The primary consumptiondevices are now wholly mobile.
  7. 7. Marketers
  8. 8. Mobile Marketing is Different ‘Severely Anxiety Inducing’ 90%91% of U.S. smartphone 80% 70%owners have their phone 60%within arms reach 24/7 50% 40% 30% 20% 10% 0% Morgan Stanley, 2012 Source: Taylor Nelson Sofres, 2012
  9. 9. Mobile Engagement is Different 53% of all smartphone searches have local intent - Google, Microsoft, 2012
  10. 10. Mobile Engagement is Different Less than 10% of desktop searches have local intent - - Google, 2012
  11. 11. Mobile Engagement is Different 70% of smartphone users use their phone to search while shopping in-store - Google, 2011
  12. 12. Mobile Engagement is Different 0% of searchers use their users use their desktop to search in- store - Common Sense, 2012
  13. 13. Mobile searchers are looking for immediate answers
  14. 14. Mobile search willsurpass desktop search in 2014 or 2015 Google, eMarketer, 2011
  15. 15. “In three years timedesktop search will be totally irrelevant.” Google, Nov. 2010
  16. 16. Mobile Search is Different Mobile Search Response 90% of mobile searchers take No Action action within ONE DAY 10% 50% of mobile searchers Action Taken PURCHASE 90%
  17. 17. Mobile users respond, behaveand interact in entirely different ways.
  18. 18. And yet…• Most mobile marketers are… – Still measuring traditional online analytics
  19. 19. 5 Myths of Mobile Marketing Metrics1. Traditional Online Analytics Are Enough2. There Aren’t Enough Mobile Analytics Tools3. Don’t Worry About the Phone4. Track as Much Data as Possible5. Google Adwords Analytics is Enough
  20. 20. Myth I – ‘Traditional’ Analytics Are Enough • Bounce Rate • Unique Visitors • Pageviews • Abandon Rate • Avg. Visit Duration
  21. 21. Myth I – ‘Traditional’ Analytics Are EnoughMost Common Methods of Mobile Engagement 1. Map Look-Up 68% of mobile searchers lookup maps to a business 2. Phone Calls 61% of all mobile searches result in a call to a business 3. Social Media 59% of mobile users interact with businesses via social media 4. More Research (traditional metrics on a website)
  22. 22. Traditional metrics are important. But they do not measure the mostcommon forms of mobile response
  23. 23. Myth II. Not Enough Mobile Analytics Tools In 2010 30% of mobile marketers said there were not enough analytics to measure ROI – r2integrated, 2010 Not true today - Google Analytics mobile - Call analytics advances - SMS Analytics platforms - SoMo analytics platforms
  24. 24. There are a variety of mobile- specific analytics platforms available. Don‟t settle.
  25. 25. Myth III. – Don’t Worry About The PhoneReport released in June 2012 • Businesses will receive 70 billion calls from mobile devices by 2016. Today that number is 20 billion • Calls to businesses will more than double by the end of 2013 • 20 calls/day now = 41 calls/day in 15 months
  26. 26. Myth III. – Don’t Worry About The Phone• Phone Calls Are High Value Leads – Only 2% - 8% of inbound web leads are ready to buy in 3 months - MECLabs, 2012 – Inbound phone leads are 15-20 times more likely to buy than inbound web leads - ContactPoint, 2012
  27. 27. More phone calls means more urgentneed to track analytics. You should worry about the phone.
  28. 28. Myth IV. Track as Much Data as Possible
  29. 29. The majority of mobile landing pages have too many fields - Atmio
  30. 30. GOOD
  31. 31. Mobile landing pages with only 1-2 formfields convert 60%+ more than pages with more form fields - Atmio
  32. 32. Myth V. Adwords Analytics is EnoughCase Study – Holiday Inn Express• Tactics – Put LogMyCalls local numbers in click-to- call (mobile PPC) ads – Put phone numbers in these ads with phrases like ‘Call us Now’• Results (for every $10K spent) – Google Measured – 1800 calls – Actual Call Analytics • Only 890 Calls Completed (48.3%) • 270 Qualified Opportunities (15%) • 180 Reservations Booked (10%)
  33. 33. Without gathering call analytics CPL, CPA, CPC would have been totally wrongWould alter optimization, ad copy, future spend and assumptions Use a call analytics number as call extension.
  34. 34. The Mobile Sales Funnel Almost all web leads enter the funnel Awareness unready to buy Evaluation Mobile leads are in ‘buying’ Decision mode
  35. 35. What’s Your Goal?“When it comes to mobile, think different. It is a platform likenone other on the planet. You don’t have to guess what to do. Thedata and you are truly BFFs.” - Avinash Kaushik, Google, 2012“Mobile demands that we forget traditional ways of creatingexperiences and delivering value. The opportunity has not trulyexploded yet, but we are approaching that moment.” - Avinash Kaushik, Google, 2012
  36. 36. Thank you!• Free WhitePaper on mobile marketing•