Weekly Media Note #156 from Lance Hanish: 67% Of Marketers Can’t Measure Mobile ROI. They Better Start Now
Furniture World News Desk on
12/4/2016
By Lance Hanish
Mobile has begun to take its place as the dominant form of digital interaction for most consumers, forcing retailers and marketers to adapt to new ways to target and interact with those consumers.
Gavin O’Malley, writing in MediaPost stated 69% percent of U.S. online adults now use mobile in-store, mainly to look up prices, product information, promotions, or customer reviews, according to fresh Forrester findings. People also frequently use mobile devices when they are on the go, with 68% of U.S. online adults using them in their cars (big no-no!), and 69% when outdoors.
Even if only 29% of U.S. online adults purchase via mobile, mobile has become an essential touchpoint on the path to purchase, with 47% researching products via mobile. 32% of online adults admit to multitasking regularly on multiple devices, making mobile phones central in second-screen experiences when people are watching TV ads.
Do you think one should be able to measure the ROI of mobile now?
Despite its obvious might, many marketers continue to treat mobile like a second class channel. “While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a sub digital channel’, Thomas Husson, a principal analyst at Forrester, notes in a new blog post.
Month other reasons, that may be because only 27% of marketers surveyed told Forrester the ROI of their mobile marketing campaigns was profitable. Yet, the research points to its findings that 67% of marketers say they simply cannot measure mobile ROI.
Mobile marketing has been around since 2005. A decade later, those in charge of getting the message out to their targeted audiences do not use mobile. Or if they do, they use it grudgingly.
This is the #1 platform in the world to reach your customer….now. If you don’t use it, you should find a new job.
Retail Media Notes are by Lance Hanish.
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