Cum poate fi masurat succesul campaniilor de mobile marketing
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Cum poate fi masurat succesul campaniilor de Mobile Marketing
Mobile Marketing Conference 2011Dan Virtopeanu
05.05.2011
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Cum poate fi masurat succesul campaniilor de Mobile Marketing?
Elemente specifice mediului mobil
Metode de masurare
Analiza 360
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Obiectul cel mai important alaturi de portofel si cheile de la casa
Telefonul Mobil = PERSONAL
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Personal
Consum individual vs Consum Comun
Adresabilitate personala vs Comunicare in masa
Dependenta: in medie un om se uita de 150 ori pe zi la telefon conform studiu Nokia
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Telefonul mobil este singurul mijloc de comunicare imediata, in
orice loc, in variate moduri
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UBICUITATE
Mereu pornit
Indiferent de locatie
Indiferent de timp sau context
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Interactiv
Permite interactiune
Reactie imediata din partea audientei
Personal Media First, Then Digital Media
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Mobile marketing permite masurarea activitatilor 100% cu
mare acuratete
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Modalitati de masurareTraditional
Specific
Benchmarking
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Prin raportare la obiectivele campaniei: in ce masura au fost atinse sau chiar depasite
ROI
Masurare traditionala
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Masurare Specifica
Grad de interactiune
Rata de conversie
Grad de recomandare
Grad de optimizare continut
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Click2call, click2fill
Coduri QR scanate
Timp mediu (de reactie la sms, petrecut pe un mobi site, cu o aplicatie, serviciu IVR)
Frecventa de folosire
Rata de eroare
Grad de interactivitate
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Rata de conversie
Numar reactii din total comunicari SMS, mobile web
Numar instalari aplicatii din total audienta
Participari in promotie din total produse vandute
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Grad de recomandare
Reactii primite in afara audientei cu care s-a comunicat
Monitorizare click2sms
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Gradul de optimizare a continutului
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Compararea rezultatelor
Raportare la Best Practices
Benchmark
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Promotii cu inscriere prin SMS
Comparare rata redemptie cu alte forme de participare: online, POS, posta
Raportarea la promotii similare
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Mesaje Baze de DateComparare cu media industriei si cu alte canale media
Separarea obligatorie a rezultatelor BD proprii vs BD terti
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CTR fata de media industriei de 1%
Rata de conversie fata de alte campanii sau canale media
ready.mobi
Mobile Web
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• Grad de utilizare (60% sunt sterse in prima luna)
• Numar instalari raportat la platforma si potentialul local
Aplicatii
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Cupoane mobile
• Rata de redemptie fata de media industriei 5%-25%• Rata de redemptie fata de alt canal media (1% in presa
tiparita)
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Analiza 360 a unei campanii de Marketing Mobil
Evaluarea rezultatelor prin toate metodele disponibile
Luat in calcul factorii care influenteaza succesul unei campanii de marketing mobil
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Factorii care influenteaza succesul unei campanii de marketing mobil
Concept
Resurse
Timing
Implementare
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Cum poate fi masurat succesul Campaniilor de Mobile Marketing
Concluzii
• Luam in calcul elementele specifice mediului mobil• Facem apel la toate modalitatile de masurare disponibile: traditionale,
specifice si benchmarking• Analiza 360 a rezultatelor