Measuring Mobile Marketing Maturity: An Interactive Quiz!
By Tom Farrell
fancycrave1 / Pixabay
The smartphone has been with us for 10 years, give or take the odd month here or there. That development was a decisive moment in the mobile story. Scratch that – it was THE decisive moment. I worked in B2C throughout the growth of mobile and whilst WAP, Java, SMS and so on got a few of us excited at the time – true mobile marketing took off the day the iPhone was launched.
In those 10 years we’ve come a long way. And most of us probably like to think we’re pretty hot stuff when it comes to mobile marketing. But are you? Just how mature IS your mobile marketing effort? In the holiday spirit, I present an interactive quiz to enjoy over a coffee – or indeed something a little more medicinal. Simply answer the five simple questions and discover how much of a mobile marketing guru – or dunce – you really are!
Acquisition is flying and new users are downloading the app in droves! How do you greet them?
A. They just open the app and get going. I’m not sure I understand the question.
B. With a crafted set of onboarding screens that guides them through the core app features and helps them get up and running fast.
C. It depends who they are. Dependent on acquisition source different onboarding screens are delivered automatically. That way we keep the connection between the ad a user responded to and their first experience in the app itself
I have a sale on flights to New York and want to let my customers know about it. Who will I send this key push campaign to?
A. All my customers. The marginal cost of sending a notification is effectively zero so no harm done.
B. All my customers who have ever searched for a flight and don’t live in New York. I think that’s possible – but I’ll probably need to talk to the data team first.
C. All customers who have searched at least once for a flight to New York in the past 2 weeks, with relevant departure dates, and who have purchased sale tickets at some time in the past 2 years. And don’t live in New York.
The push campaign has been sent! How are you going to measure effectiveness?
A. Click-thru rate of course. Is there another way?
B. We’ll look at click-thru rate and also take a close look at engagement rates for the audience in the hours after we send. Not sure how many hours yet – but we’ll find a time frame that makes it look like a success.
C. We’ve kept a small control group back and we’ll measure those users who received the push against that group, focusing on all the metrics that matter: total engagement, revenue etc. We’ll also look at every channel to ensure we haven’t cannibalised revenue from elsewhere. Simple stuff really.
Your CEO reminds you that mobile is just one piece of a multi-channel jigsaw. How do you respond?
A. Confidently let her …read more
Read more here:: B2CMarketingInsider