The 5 Most Valuable Mobile Signals for Your Direct Response Campaign
Given that mobile marketing is a relatively new addition to a marketer’s arsenal of tools, it can be challenging to know how to tie mobile signals to goals for a direct response (DR) campaign. Recently, RadiumOne partnered with the Mobile Marketing Association to research and understand “The Impact of Mobile Signals on the Consumer Journey.”
The resulting report provided some interesting data, which showed that while marketers are a little shaky on what data points to process for direct response campaigns, overwhelmingly these signals came from behavior after the sale. Here, we look at those mobile signals that will contribute to shaping your next direct response campaign.
- Past Purchase Data
While mobile shopping is still in its infancy, it’s seeing tremendous rapid growth. It’s expected that by the end of 2017, 2 billion mobile device users will have made a purchase on a device. That’s up from 1.6 billion in 2016. And 38% of marketers, according to the Mobile Signals report, say that purchase data is the most important mobile signal for their DR campaigns.
While marketers are pleased, of course, when consumers buy their products, the reasons go beyond the actual revenue a sale generates. That purchase data is gold when it comes to helping them understand the efficacy of direct response campaigns.
Let’s say you have two mobile marketing campaigns: one has a conversion rate of 3% and the other 15%. By comparing the two, you can see why one was more successful than the other. Was it the actual product you were promoting? The price? The messaging? Knowing how many people bought the product you were marketing can give you insight into what your audience wants more of.
While actual sales are important, don’t overlook the opposite: abandoned mobile carts. Understanding whether it was user experience or a mobile web glitch that kept shoppers from buying can help you streamline the mobile checkout experience to reduce your abandoned cart rate.
- Bookmarked Content
Another essential mobile signal that marketers pay attention to, according to the report, is bookmarked content. What does a bookmark tell marketers? It indicates intent of the visitor to return to a page, to get more information or make a purchase from it.
While it may be impossible to track all mobile users who bookmark your website, there are technical tricks you can use to get a sense of what portion of your website traffic does bookmark the page.
- Geo-Location Offers
Where your customers are when they respond to your push notification, coupon, or other geo-location based offer is important to know. Geo-location and beacon-triggered messaging campaigns take advantage of the spur-of-the-moment purchase, as shoppers respond instantaneously to the offer that you send when they’re within a certain proximity of your store.
And they work: 60% of shoppers engage with beacon-triggered messaging, and of those, one out of three will redeem an offer. These messages are easy to A/B test, which will quickly show you which offers are more appealing to shoppers on the go.
And don’t overlook location-based social media advertising. Half of social media users say location relevancy is a key component in determining which ads they interact with.
- Engagement with Mobile Ads
With “banner blindness” at an all-time high, it’s become more challenging to get engagement from any kind of digital advertising, let alone mobile ads. But as marketers develop more targeted and relevant mobile advertising, they’re seeing better results.
Around 40% of mobile device users have clicked on ads, and nearly half of those take action like visiting a site or making a purchase. These actions are the signals to pay attention to, as they tell you how effective your direct response campaign is. If you aren’t seeing the kinds of conversions that you want, it’s easy enough to switch out components like text, image, or offer and test again.
- Mobile App Installs and Launches
The final mobile behavior that marketers deem important is data around mobile app installs and use. This perhaps provides the most straight-line measurement of consumer behavior: if you run a DR campaign designed to get people to download an app, you can then measure results based on how many do download and then launch the app.
But what happens after that initial launch? It’s important to also pay attention to ongoing use and frequency of interactions with your mobile app. The fact that 75% of people don’t open an app after that first launch of it means that you will need to develop an ongoing strategy to engage users long-term.
Paying attention to these analytics will give you a better understanding of how well you’re reaching your intended audience via mobile marketing. Whenever you see lackluster results, make one change at a time, test it, and measure again. Over time, these small changes should add up to great conversion results.