Mobile devices have changed the way people find out about products, and how they buy them, a Google executive wrote in a recent blog post. Savvy marketers are figuring out how to use mobile to their advantage, wrote Johanna Werther, who heads mobile ads marketing for Google.
Now, Google has launched a new calculator to help them out.
The calculator is part of a Google initiative called “The Full Value of Mobile,” which will educate marketers on the value of their mobile advertising efforts by helping them keep track of their mobile marketing success, wrote Werther. The Full Value of Mobile initiative includes a calculator tool, videos that illustrate each mobile-conversion path and tips for how marketers can measure success.
Marketers can upload data from their Google Adwords account, or directly from their mobile website.
As Werther explained in the blog post, while most mobile marketers are able to see the sales made right on mobile-optimized websites, they are not seeing the “full picture” of their marketing efforts. People use their devices in a number of ways that lead to purchases, and marketers aren’t measuring those actions.
Mobile searches lead to a variety of different consumer actions, both online and offline. According to a Google study on a sample of 6,000 mobile searches, 17 percent of mobile searches lead to a visit to a physical store location, 18 percent cause word-of-mouth information sharing, 7 percent lead to a call in to a business and 25 percent lead customers to visit a retailer website.
The new Full Value of Mobile Calculator helps marketers measure the impact of mobile both online and offline. It measures return on investment in five different areas: phone calls, apps, mobile-optimized websites, in-store purchases and even cross-device purchases. The tool allows users to identify exactly how powerful their mobile marketing campaigns are, no matter how a customer purchases the end product.
Mobile marketing is one of the strongest growth areas in the digital marketing profession. A study by the Association of National Advertisers (ANA) and MediaVest found that 85 percent of marketers plan to increase their mobile marketing budget in the future, and a full 96 percent use or plan to use mobile marketing. “Mobile is a huge opportunity for marketers — territory that has yet to be fully tapped,” said ANA President and CEO Bob Liodice in the study.
As part of the Full Value of Mobile Initiative, Google has created videos illustrating how to measure each of the mobile conversion paths and is also putting on educational webinars. Google also provides case studies of major companies’ successful mobile strategies and gives marketers its tips for success using the tool.
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