online marketing summit (oms) - the myth of mobile metrics
DESCRIPTION
LogMyCalls CEO, Jason Wells, gave this presentation at the Online Marketing Summit (OMS) in Silicon Valley. It discusses mobile marketing and how to gather mobile analytics.TRANSCRIPT
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Jason Wells
The Myths of Mobile Metrics
ContactPoint makers of LogMyCalls
@logmycalls
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About Me
• CEO of ContactPoint, makers of LogMyCalls
• Senior Vice President of Sony Pictures over global mobile marketing, mobile business– Tracking mobile metrics critically important
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The Myths of Mobile Marketing Metrics
• Myth /miTH/ noun– A false collective belief that is used to
justify [something]– A tradition without determinate basis
in fact
Mobile is full of myths
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Mobile Marketing is Full of Myths
Mobile marketers ‘grew up’ as online marketers
• Think like online marketers
• Market like online marketers
• Look at analytics like online marketers
• Optimize like online marketers
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There are nearly 7 billion people on Earth
4.2 billion own a toothbrush
5.1 billion own a mobile phone
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The primary consumption devices are now wholly mobile.
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Mobile Marketing
Marketers
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Mobile Marketing is Different
Losin
g Smart
phone
Losin
g Wedding R
ing
Losin
g Lugg
age
Losin
g Wall
et0%
10%20%30%40%50%60%70%80%90%
Source: Taylor Nelson Sofres, 2012
‘Severely Anxiety Inducing’
91% of U.S. smartphone owners have their phone within arms reach 24/7
Morgan Stanley, 2012
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Mobile Engagement is Different53% of all smartphone searches have local intent - Google, Microsoft, 2012
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Mobile Engagement is DifferentLess than 10% of desktop searches have local intent - - Google, 2012
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70% of smartphone users use their phone to search while shopping in-store - Google, 2011
Mobile Engagement is Different
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0% of searchers use their users use their desktop to search in-store - Common Sense, 2012
Mobile Engagement is Different
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Mobile searchers are looking for immediate answers
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Mobile search will surpass desktop search
in 2014 or 2015Google, eMarketer, 2011
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“In three years time desktop search will be
totally irrelevant.”Google, Nov. 2010
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Mobile Search is Different
90% of mobile searchers take action within ONE DAY
50% of mobile searchers PURCHASE
No Action10%
Action Taken90%
Mobile Search Re-sponse
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Mobile users respond, behave and interact in entirely different
ways.
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And yet…
• Most mobile marketers are…
– Still measuring traditional online analytics
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5 Myths of Mobile Marketing Metrics
1. Traditional Online Analytics Are Enough 2. There Aren’t Enough Mobile Analytics Tools
3. Don’t Worry About the Phone
4. Track as Much Data as Possible
5. Google Adwords Analytics is Enough
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Myth I – ‘Traditional’ Analytics Are Enough
• Bounce Rate
• Unique Visitors
• Pageviews
• Abandon Rate
• Avg. Visit Duration
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Myth I – ‘Traditional’ Analytics Are EnoughMost Common Methods of Mobile Engagement
1. Map Look-Up
2. Phone Calls
3. Social Media
4. More Research (traditional metrics on a website)
68% of mobile searchers lookup maps to a business
59% of mobile users interact with businesses via social media
61% of all mobile searches result in a call to a business
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Traditional metrics are important.
But they do not measure the most common forms of mobile response
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Myth II. Not Enough Mobile Analytics Tools
In 2010 30% of mobile marketers said there were not enough analytics to measure ROI
– r2integrated, 2010
Not true today - Google Analytics mobile - Call analytics advances - SMS Analytics platforms - SoMo analytics platforms
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There are a variety of mobile-specific analytics platforms
available.
Don’t settle.
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Myth III. – Don’t Worry About The Phone
Report released in June 2012• Businesses will receive 70 billion calls from mobile devices by
2016. Today that number is 20 billion• Calls to businesses will more than double by the end of 2013
• 20 calls/day now = 41 calls/day in 15 months
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Myth III. – Don’t Worry About The Phone
• Phone Calls Are High Value Leads– Only 2% - 8% of inbound web leads are ready to buy in 3 months
- MECLabs, 2012
– Inbound phone leads are 15-20 times more likely to buy than inbound web leads
- ContactPoint, 2012
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More phone calls means more urgent need to track analytics. You should
worry about the phone.
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Myth IV. Track as Much Data as Possible
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The majority of mobile landing pages have too many fields - Atmio
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GOOD
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Mobile landing pages with only 1-2 form fields convert 60%+ more than pages
with more form fields - Atmio
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Myth V. Adwords Analytics is EnoughCase Study – Holiday Inn Express• Tactics
– Put LogMyCalls local numbers in click-to-call (mobile PPC) ads
– Put phone numbers in these ads with phrases like ‘Call us Now’
• Results (for every $10K spent)– Google Measured – 1800 calls– Actual Call Analytics
• Only 890 Calls Completed (48.3%)• 270 Qualified Opportunities (15%)• 180 Reservations Booked (10%)
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Without gathering call analytics CPL, CPA, CPC would have been totally wrong
Would alter optimization, ad copy, future spend and assumptions
Use a call analytics number as call extension.
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The Mobile Sales Funnel
Awareness
Evaluation
Decision
Almost all web leads enter the funnel unready to buy
Mobile leads are in ‘buying’ mode
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What’s Your Goal?
“When it comes to mobile, think different. It is a platform like none other on the planet. You don’t have to guess what to do. The data and you are truly BFFs.” - Avinash Kaushik, Google, 2012
“Mobile demands that we forget traditional ways of creating experiences and delivering value. The opportunity has not truly exploded yet, but we are approaching that moment.”
- Avinash Kaushik, Google, 2012
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Thank you!
• Free WhitePaper on mobile marketing
• LogMyCalls.com/speak