Mobile Marketing

US Ad Blocking Grows by 48%


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Ad blocking is on the rise - in a monstrous way. According to The 2015 Ad Blocking Report produced in partnership by Adobe and PageFair, US ad blocking grew by 48% to reach 45 million active users in 12 months up to June 2015, and by 41% globally.

Ad blocking is a technology being employed by consumers to block ads before they are loaded by the web browser. The result is a quickly rendered page and a serene and uninterrupted consumption experience. Proponents of the technology advocate that it enables a more efficient customer experience, pushes marketers to target appropriately, and gives consumers the power they deserve when experiencing the web. In a cyber world saturated with irrelevance, it’s no wonder an overwhelming 73% of consumers are more likely to engage with ads when they are personally relevant.

Opponents, on the other hand, say that supporting ad blockers disrupts the very fabric of the web, a place where we can communicate - for free. Adoption of ad blockers may result in an internet that is less crowded by ads, but also in a cyberspace where only the largest publishers can pay for, and deliver ads uninterrupted, without user consent. Ads fuel a place in which high quality content produced by experts can be published free to the consumer. Without it, publishers are more likely to put their great content behind subscription walls. According to The Ad Blocking Report, $22 Billion dollars will be lost to online publishers in 2015.

While revenue loss will be devastating for publishers and consumers alike, it seems that the current “crisis” is an amalgamation of advertising practices gone stale, one’s that have been in need of serious disruption for some time. The ad status quo (serving as many ads as possible as often as possible to as many people as possible) isn’t acceptable any longer, and ad blocking is a tool that has given consumers a voice.

Speaking on consumer preferences, consumers tend to be more displeased when served ads on mobile that they haven’t subscribed to. The reasons for this are still unclear, but it’s safe to speculate that our mobile devices have far less real estate and therefore ads seem far more intrusive. It’s interesting to note that while 38% of all web browsing happens on mobile, that only a very small percentage of people are using ad blockers on their mobile devices. However, it’s unlikely for those stats to stay the same. More likely, ad blocking on mobile will become mainstream as Apple has recently allowed iOs9 developers to make apps with ad blocking software.

In order to preserve the richness of the web, this trend must be seen as an opportunity for advertisers to reorganize their thinking and embrace targeting technology they’ve been slow to adopt.


Mobilize Your Content for a Growing Mobile Audience


We all know that content is king, where search engines and social media platforms rule the digital landscape. Brands like Red Bull and GoPro have embraced the concept of being publishers, and sales have followed. While it is easy and comfortable to predict content creation, optimization and syndication will continue to be a focus for business owners and marketers in 2015 and beyond, there is a bigger opportunity looming.

mobile marketing

The Mobile Opportunity

I believe smart companies and marketers will focus on developing compelling content designed specifically for mobile audiences. In 2014, U.S. adults spent 23% more time on mobile during an average day than in 2013, according to eMarketer. Furthermore, 79% have their smartphones with them a whopping 22 hours per day. According to a recent Harris Poll, 40% of purchases are directly influenced by smart phones.

Make Content for Mobile Users

So what are your plans for mobilizing your content strategy for that growing part of your audience moving to mobile? Content isn’t just about a blog and smart copy – consider the power of video, podcasts and images, beyond the written word. Multimedia is infinitely more engaging and shareable (and thus has a higher probability of going viral).

Related Class: YouTube: The Digital Video Advertising Opportunity

Engage your target audiences to understand what they want and need, and rethink your content strategy to give it to them. Talk with your sales and customer service team for additional insights into trends. Evaluate the overall marketplace and provide content your competitors are not.

mobile marketing

2015 will be a big year for mobile content, and it’s likely that 2016 will only build on that trend. Don’t be left behind. Start planning your content strategies today and be prepared for a very engaged group of mobile customers and constituents. Visit Anvil's Resources section for insights and inspiration.

Want to learn more about mobile strategy and emerging trends? Check out this OMI class for more: Mobile PR and Content Marketing.


Leverage the Right Data to Deliver a Truly Customized Mobile Experience


mobile data

For decades, consumers roaming grocery store aisles had to talk to store employees to find the products they needed; grocers simply didn’t have the means to communicate with shoppers in real time — until now.

With the rise of smartphones, mobile apps, and location-based technology, shoppers can open a grocer’s app to access shopping lists and receive relevant content on the spot. This trend will only accelerate in the future.

According to the Pew Research Center, 64 percent of Americans own a smartphone. And Forrester Research predicts that 42 percent of the world’s population will own a smartphone by the end of the year, a phenomenon it calls “The Mobile Mind Shift.”

Related Class: Wrangling "Big Data" To Make the Best Marketing Decisions

Today’s consumers possess a new level of mobile sophistication, and by making the app experience more individualized, digital marketers can better connect with these savvy shoppers.

The mobile revolution has created the potential for a more efficient and pleasant customer experience not only in grocery stores, but also in many other settings. But it’s up to digital marketers to meet consumers’ rising expectations.

Feed the Need for Constant Connection

As consumers increasingly rely on mobile devices, they expect relevant, timely content served up when and where they want it. To stay relevant, marketers must meet these needs.

But before determining the when, where, and how for communicating your messaging, you have to clearly understand your customers and what they want. Truly individualized marketing practices vary based on your customers’ behaviors; your content should be more relevant today than it was even two days ago.

A successful strategy starts with using data to build robust customer profiles. To deliver a new level of personalization, start by collecting and analyzing data in these five areas:

1. Demographics

First, try to gather as much user-generated information as possible. You can ask users for information when they download an app or sign up for an email list, for example. Consider asking for gender and age data initially, then seek out more detailed information later on.

In addition to basics such as age and gender, you should try to get lifestyle information, biographical details, and more. Use information from social media to complement your user profiles. Twitter and Facebook amass valuable user data, but you’ll need to get permission to use it. Once you get the green light, however, you’ll have access until it’s revoked.

2. In-App Behaviors

This information shows user behavior within your app or on external platforms. Gather data about app navigation, commonly used features, ignored features, and the whole user journey. In addition to documenting user behavior, make sure to track the frequency of these behaviors.

Knowing what a customer does while in your app can highlight areas where you can improve the experience and deliver more personalized features.

3. Contextual Research

Attaching a definitive “why” to contextual data is a complex task because these actions occur as a result of more psychological – and less empirical – motivators. Consider using customer surveys to pinpoint the motivation behind their behaviors. You can then match the “what” to the “why” to get a better picture of your customers. This understanding will enrich other data points by revealing the motivation behind them.

4. Real-Time and Historical Location Data

You can look to a number of sources for location information. Start with GPS and beacon technology. You can access this data in real time and analyze historical trends.

Related Class: Roadmap to Mobile Marketing App & Web Strategy

Next, look at correlations. Where did users access your app? What was the physical journey through your store? Do you notice any patterns in where they use the app and how often? You can get insights into purchasing habits and more from location data.

5. Time-Based Information

Find out the times and days that users activate your app. How frequently do they tend to open it? Do you spot a clear trend in the time of day they’re accessing the app? Perhaps that’s a good time to send push notifications to see whether they open them. Send the push at a time before a user typically opens the app, too, and compare the results.

using data for mobile optimization

A truly customized app experience spans every user touchpoint. Simply targeting push notifications won’t provide savvy consumers with the high-quality experience that will make interacting with your app more enjoyable. By focusing on the right data, you can start making informed, strategic decisions to individualize your entire mobile marketing experience.


Google Sends a Message: Get Mobile or Get Out


We’ve been hearing it for years: if you don’t have a mobile-friendly website, you’re going to suffer across the board. Searchers will bounce right off your site if it doesn’t load quickly or format well on their device, you’ll lose sales if your site layout doesn’t make for easy browsing, and shopping carts will be abandoned left and right if the buying process isn’t designed for mobile screens. And that’s just for ecommerce. Even I have to admit that when I’m searching, I question any business that isn’t up to date on this front. It makes me worry about their other business practices!

Mobile search

But even if you’ve been able to overlook all the warnings about the necessity of mobile-friendliness so far, you can’t afford to any longer. Google is introducing a new algorithm that will slam sites that don’t work well on mobile devices – making it very hard, if not impossible, to be found on SERPs viewed on a device, unless you’ve optimized your site for easy mobile browsing.

Related Class: Mobile Web and Responsive Design Fundamentals

Google is essentially throwing down the gauntlet, and sites that don’t rise to the challenge will be lost to the dregs of search engine results. And this isn’t just a problem for small business that haven’t been able to get going on mobile; recent studies, like this one by TechCrunch, indicate that nearly 45% of Fortune 500 companies are in trouble too.

How it Works 

As you’re probably aware, Google looks at a ton of different factors when ranking sites for SERPs. Over the years, digital marketers, business owners and web designers have tried to roll with each new update to stay on top. Google’s major updates can really shake things up, but the general trend has always been to reward quality original content, user experience, and authority. Generally speaking, every update makes it trickier to fool the algorithms with black hat techniques, keyword stuffing, and other practices that prioritize search bots over real life users.

Related Class: Mobile Search and SEO Fundamentals

Google’s latest update – called Mobilegeddon if you have a flare for the dramatic – is rolling out now, with some sites already feeling the impact. In a Google+ hangout Friday morning, Google’s John Mueller said that the update is “already rolled out completely” in some data centers. If you haven’t been affected yet, it’s only a matter of time (and not much time). Search engine results for desktop and tablet browsing won’t be affected – just smartphones, which constitutes a huge amount of traffic these days.

mobile search

What Google is Looking For

What does it mean to have a mobile-friendly site? You essentially have two options, and according to Google, one will not offer a ranking advantage over the other. The first is a separate mobile version of your site or page, and the second option is a website built with responsive design that responds to the device it’s viewed on. Both options will help you sail through this Google update, as long as you have some key elements.

  • Readable text (no zoom needed)
  • Links/buttons that are spaced out enough to be clickable without difficulty
  • Vertical scrolling as opposed to horizontal scrolling
  • Content or add-ons that won’t play or function on a mobile device (think Flash)
  • A design that scales to the screen to reduce zooming and scrolling

What You Can Do

For general update FAQ, as well as answers to some of your more technical questions, check out Google’s Webmaster Central blog on the topic. The best way to get started is to test your site for mobile friendliness. You can do this using Google’s Mobile-Friendly Test here, or use your Webmaster Tools to access the Mobile Usability report. If you think your site is mobile friendly and it’s still getting a low score, you may have code or functionality that is blocking Google’s smartphone search bots from crawling your pages.

To learn more about adjusting your site to perform well in Google search results, check out this great class on optimizing your website from search expert Kent Lewis.


eCommerce in the Mobile Age: How Shoppers Want to Browse and Buy in 2015


As mobile devices grow more and more ubiquitous every year, it makes sense that mobile would also be the way that many online shoppers expect to interact with your business. For the most part, businesses have jumped onboard with mobile-based sites or responsive design, which is great news for users (and if you haven’t – what are you even doing here? Get on that!). But there are still major differences between the most effective buying process for a mobile user, and the process for a shopper browsing on a desktop computer.

mobile shopping

Recognizing the habits and idiosyncrasies of mobile users who choose to shop on their devices can go a long way towards tightening up your sales funnel and increasing conversions on mobile – assuming that you take the steps to address their needs, desires and frustrations. Here’s a look at some trends (and lessons) for those who are riding the mobile eCommerce wave as it continues to rise.

Huge Increases in Mobile Shopping and Browsing

eCommerce platform Shopify recently released an interactive report/infographic detailing their year in review. While Shopify is just one slice of the eCommerce pie, the trends they’ve seen are happening across the board on a grand scale. Shopify’s eCommerce shops saw huge growth in mobile visits, and mobile traffic finally surpassed desktop traffic for the first time ever in August 2014. A third of total Shopify orders were made from mobile devices, up 175% from 2012.

Related Class: Mobile Web & Responsive Design Fundamentals

It’s big growth, and it’s not just in eCommerce land; Cisco’s annual report tells us that average smartphone usage increased 45% in 2014, with global mobile data traffic rising 69% overall. Basically the growth is twofold: more and more people are getting smartphones or mobile devices (nearly half a million added in 2014 alone), and then individual usage on those devices is increasing as well. Using your device for just about everything is easier and quicker now then ever before, mostly due to faster data speeds (thanks 4G!), better network coverage, and better browser functionality since mobile or responsive sites are essentially the norm now.

Mobile Buying Still Lags Behind

So with all those staggering statistics about mobile browsing, why aren’t most of our sales and conversions coming from mobile traffic? The answer seems to be that, even for those who often shop online, it’s more of a window-shopping spree than a buying spree. It’s common for users to browse and shop on their mobile devices, and then actually purchase from a computer. This isn’t news to me since I absolutely fall into that shopper category.

mobile ecommerce

I’m the stereotypical “on-the-go” mobile shop browser, since I often shop on the bus home from work, in a cafe waiting for a meeting, etc. Because of this, I’m really unlikely to buy on my device unless it’s very, very easy and quick to do so. Amazon, for example, keeps my card on file so I don’t need to take out my credit card if I’m mobile-shopping at a coffee shop (over public wi-fi, I might add). Online shops that take PayPal are also a lot more likely to get a purchase from me because it’s convenient and quick.

But that’s just me – this article from ConversionXL has some great insights on what difficulties cause mobile users to abandon their carts before purchase. My MVP (Most Valuable Point) in the article? Because mobile sites are simpler and more pared-down, many users feel like they aren’t getting the whole picture on a product and can’t commit to buying; whether it’s more images, product specs, descriptive text or user reviews, they need to see more. ConversionXL suggests giving users the option (a simple link on the product page) to view the full desktop site instead, and I think that’s a smart and simple solution for users who need more to go on (I definitely fall into this category too!). Just make sure that link routes users to the desktop version of that product page – not your desktop homepage – or you’ll definitely lose them.

Reverse Show-rooming On the Rise

Show-rooming, if you’re not familiar with the term, is when shoppers come into a brick-and-mortar store to see or perhaps try on an item, but then use their devices to purchase online at a cheaper price. It was a big hazard for retailers losing out to discount eCommerce shops or Amazon-type marketplaces, but now the trend is toward the opposite practice: reverse show-rooming, when shoppers browse for and research products online, and then visit a store to purchase. A Harris poll reports that 69% of people reverse showroom now, whereas only 46% showroom.

The two major advantages of shopping at a retail location are the ability to try on/try out the item, and the ability to take it home immediately. For those who want that mobile conversion (instead of just browsing and researching) it can help to offer faster delivery, in-store pick ups, and free returns by mail or in-store. A discount coupon on your mobile site for first-time visitors wouldn’t go amiss either!

mobile shopping

Boosting your mobile sales can be a tricky undertaking, but the trends are, after all, on your side. Users are largely becoming more comfortable browsing and buying on their mobile devices, so as long as you are smoothing the path toward a final purchase in every way you can, the only direction for sales to go is up!

Want to learn more about the kinks in your sales funnel that are losing you sales? Check out this class: Measurement and Testing for eCommerce with Google Analytics.



5 Keys to Planning Content for Mobile Audiences


Mobile is no longer the future of marketing – it’s the present. For marketers, mobile is the “last mile” of effectively connecting with audiences. Pew Research points out that nearly 60% of the U.S. adult population now owns a smartphone and almost half own a tablet. For many people, mobile content is their most common form of consumption. That doesn’t, however, mean that marketers are good at creating content that works well in the mobile environment.


We’re in the mode of creating large amounts of content. But we might be better off if we generated less and thought more about how to better extend it through the channels we use. One of those primary channels should be mobile. Here’s where to start your plan to make content work for the mobile environment:

1.  Think before you shrink.

Look at your content through a mobile lens. Not everything will work at a small scale, and many things will work differently. Don’t just take other content and format it for a smaller screen. Start with the lowest common denominator of what people are looking for and how they’ll interact, and plan from there.

2.  Know your audience’s mobile habits.

In order to know your customers’ habits, you have to know your customers’ needs, and how mobile fits into the bigger picture. Consider why and how your audience will interact with your mobile content. If they’re in the buying mode and looking for information, how do you answer their critical questions at each stage of the discovery and decision cycle? Or can you? What mobile device are they using? Think about the purpose of your content and how people engage with it on different mobile devices.

Related Class: Targeting Millennials on Social & Mobile

3.  Audience need dictates content length.

There’s no such thing as one-size-fits-all for the length of content on mobile devices. What works depends on what your audience needs – what are your industry, subject and context? Users will definitely engage with long-form content on a mobile device if it will help them solve a problem on the spot. Or if it’s more along the lines of pure education, does it make sense to break it up into smaller chunks? That may help busy people get “snacks” of content as they have smaller chunks of time here and there. Regardless of length, remember that quality matters most in helping boost your search results.

4.  Hone in on design.

Visuals should be minimal yet still quick and easy to convey your message. There’s a lot of content formatted in columns on website and downloads that won’t make any sense for a mobile device. Make it easy for people to scan all of your content and read what matters most in a mobile moment. Don’t use long, detailed forms – they’re tedious and you’ll lose people when they want to engage the most. Make sure that your content is “tappable” and easy to share. When people search, they’ll choose another result if yours isn’t mobile friendly.

5.  Understand conversion and measurement.

When people search for answers on their mobile devices, most are ready to take action. In fact, iAcquire notes that 70% of mobile searches lead to action on websites within one hour. For consumers, mobile is key to making a decision in the moment. On the other hand, no one’s going to buy a big-ticket B2B item on a mobile device. So conversion for those buyers on mobile doesn’t have the same path to purchase as it does for consumers. You need to think differently – how easy it is for them to share content, download a white paper, or sign up for a newsletter? How do you measure not only the performance of mobile content, but what action it prompts and the ultimate outcome?


Mobile gives companies a real-time, immediate way to reach audiences – but they have to be willing to stay relevant in this world. The key lies in understanding the role that mobile plays in driving greater engagement for other activities and channels, and then being able to create the right experience through mobile devices.

Interested in learning more about refining your mobile strategy? Check out this class, Mobile Web and Responsive Design Fundamentals, to hear about best practices in the world of mobile web design.


Mobile Marketing Fundamentals: How to Establish a Strong Relationship with Your Mobile Customers


The mobile device is arguably the most valuable real estate on the planet. Have you ever wondered how the most-loved apps win over loyal audiences, stay relevant and downloaded on our devices?

Join us for a free webinar, “How Mobile-First Thinking Builds and Maintains a Loyal Audience”, taking place on Friday, August 22nd at 2:00pm ET.

Mobile brand leaders AccuWeather and Urban Airship will unveil the secrets to success for establishing a strong relationship with their mobile customers.

Related Class: Thumbonomics: The Essential Business Roadmap to Social and Mobile Marketing

You will learn how to:

  • Think revenue from beginning to end
  • Scale for a cross-platform audience
  • Align your mobile teams and roadmap to your app’s business goals
  • Build for mobile vs. traditional web and SMS
  • Craft personalized messaging using automation and segmentation

Register NOW for this free webinar on Friday, August 22nd from 2:00 - 3:00pm ET.

To learn more about the basics of the ever-changing world of mobile marketing, including industry statistics and best practices, enroll in this Online Marketing Institute class,  Intro to Mobile Marketing.


Instagram: The Social Platform You Can’t Miss Out On


As social media marketing has become a central foundation of digital marketing strategy, many organizations have focused most of their energy on the two leading platforms, Facebook and Twitter. As many may have noticed, this has led to an influx of enormous social campaigns and increasing competition across the board. As a result, it’s not too uncommon to get buried beneath the big-budget social madness within these online communities. However, social media has turned the corner with the emergence of Instagram, an under-utilized platform that can send your mobile marketing ROI through the roof.

Brandon Whalen, marketing manager at Room 214, knows a thing or two about the brand-building capabilities of Instagram. His class with the Online Marketing Institute, Instagram for Mobile Marketing ROI, emphasizes how leveraging sharable, visual content through this platform can positively impact brand loyalty, increase user engagement, and build your community. In fact, the very community that many digital marketers seek through reigning social media platforms is largely active on Instagram. 

Class Preview

This class offers a crash course on Instagram features so that you can get familiar with the mobile app and optimize your brand’s presence to maximize user engagement. In addition, you’ll be guided through how you can use this platform to create more in-depth user experiences with your company. When integrating Instagram into your digital marketing mix, it’s critical to learn the advanced engagement and social measurement techniques that will reap ROI success. This includes tackling RSS feeds to monitor your brand online, creating location pages for your business, among a plethora of other tactics to implement. From content sharing to running promotions to telling case studies, this course has got you covered.

So, let’s cut to the chase - what are the key takeaways of exploring this course?

First things first, you’ll have Instagram set-up and best practices covered, so that you can leverage this social media platform to its full potential for your business. You’ll walk away with confidence in implementing new techniques for leveraging the platform’s RSS feeds, and you’ll get a chance to dive into illuminating case studies that will demonstrate how several leading brands are integrating Instagram into their digital marketing mix for social success. Running promotions within this social community will become a breeze, and you will be able to start developing your own unique brand strategy to fuel campaign initiatives. Not only will be you ready to take action in this way, but you’ll also be geared to start using the top 3rd party analytics and management to optimize the action you’re taking on this platform.

With Instagram for Mobile Marketing ROI, you’ll be fully equipped to launch your Instagram strategy and reap the benefits of effective campaigns. Dive into this class now to immediately start reaching a wider audience and developing a stronger brand following.

Ready to learn more?

Check out OMI’s full library of social media classes, and access downloadable class PowerPoints on the OMI SlideShare channel.


Building a Mobile Attribution Framework Doesn’t Have to Be Scary


Mobile analytics can be tricky. After years of working with clients on their mobile framework, I’ve seen major advancements in the mobile analytics field. A solid mobile attribution framework will help you gather mobile data to improve the user experience, generate personalized content, and even build a retargeting program to improve conversion. I’m going to help you break down the approach logically so you can not only fully understand your mobile channel but also build your own mobile attribution framework.

But before you start to think about attribution across mobile devices, you first need to wrap your head around the difference between mobile and traditional web analytics. I recently wrote about how to implement analytics tracking for mobile devices here.

Knowing Your Game Plan Before the Green Light

You’re probably thinking, “Great Bill, I have to track the actions…now what?” If you’re going to build a solid attribution framework for mobile apps, you need to have a game plan. Here are some preliminary questions to help you get started:

  • How does a visitor identify herself within the mobile app?
  • What actions are available within the app for a user to complete?
  • What actions can only be done on the web (website or mobile site) and thus would require someone to jump out of the mobile app to complete?
  • What investments are being made to promote the app or drive conversion across multiple devices?
  • Do you have a sound strategy for tracking all of your digital campaigns?

An important thing to know about your mobile app is that people will naturally feel more comfortable remaining signed in or even having to log in in the first place since it is their mobile device. Don’t be afraid to push users to identify themselves when they set up the app for your future use. If you’re not doing that now, then that should be in your next release of the app. Highlight the benefits of creating an account, make it easy to set up an account (social login options, etc.), and then reap the benefits of being able to collect the right information going forward.

Next, don’t attempt to reinvent the wheel with your analytics tracking within the mobile app. It doesn’t matter what screen the user is on within the app, all that matters is what actions she performs within your app. When you’re building an attribution framework, it’s as simple as tracking the following:

  • Users: Track individual users based upon a login or loyalty account
  • Device: Identify the device, OS, and app version
  • Actions: Track the actions within the app as they happen or simply collect them if the device is offline and send the data later

Tackle the Tech: Look for Resources Already Available to You

When it comes to the technology for tracking, you have several options. Your web analytics vendors should offer a mobile software development kit (SDK) to help make it easier to develop. Tag management systems (TMS) also offer SDKs, and then you also have the mobile-specific analytics vendors such as Flurry (free) and Localytics (Enterprise) to provide channel-specific information. If you pick a new technology vendor to track just your mobile channel, there are also several options for exporting that information out of that system and into your web analytics vendor. Ultimately, it doesn’t matter which route you take, provided you vet out your business requirements up front and ultimately pick the solution that gives you the most flexibility going forward.

Be Realistic, Linkable, and Likeable

At this point, attributing conversions to the users for the events happening within your mobile app should be easy if you’ve taken into account and completed all of the things I’ve discussed thus far. However, the more difficult hurdle will begin to emerge - tracking the same person across her mobile device as well as your other channels.

Here are some final bits of advice:

Mobile Analytics Is Not an Exact Science

First things first, remember that this will never be an exact science and if you’re looking for 100 percent accuracy you came to the wrong place. The whole point here is to do the best possible job at collecting information so you can be confident in the decisions you make based off the story the data is telling you. After all, this is the only reason we collect this information in the first place.

Related Class: Mobile Search Trends and Best Practices

Be Linkable (and Likeable)

You already have the user identified within your mobile app (hopefully). So, if there are actions that can only be completed on the web then include those links within the mobile app. This makes it possible for a user to easily jump to the site, which will pass along identifiers via the link to ensure you can track that activity from start to finish.

If the user doesn’t jump from within the mobile app and just simply comes to your website from a laptop or a mobile browser, ensure you are tracking those actions appropriately within your web analytics solution:

  • If the action requires a login first, then you’re all set
  • If the action doesn’t require a login, then you have to track those actions as they happen and tie it all together down the road once that user provides identifying information (which may happen in a future visit)

If you break down the approach logically like I did in this blog post, you’ll be well on your way to not only understanding your mobile channel but also to building a solid mobile attribution framework. Have you started working on or maybe even completed your mobile analytics framework? What is/was your biggest challenge? Start the discussion now!

If you have any questions at all, please feel free to leave a comment and I’ll try to help as best I can.

To master what you need to do to create successful mobile experiences and learn the most effective measurement and optimization techniques for mobile, enroll in the Online Marketing Institute Mobile Marketing Certification Program today!


Mobile PR


Mobile PR is such an important part of the Digital Marketing mix, I decided to watch the related class, Mobile PR, at the Online Marketing Institute. Below is a quick summary of what I learned that may be helpful to those looking for a snapshot of what's possible in Mobile PR and why it is so important.

What:  You’ll learn the elements of Mobile PR, or the art of telling your company story direct to mobile users. By producing timely, reliable, and visual content you’ll be able to grab the attention of mobile users, driving traffic to your mobile website and interaction among your customers.

Why: The percentage on mobile users is growing. So much, in fact, 91% of all US adults have mobile phone in arms reach 24/7.

When: Available on-demand, through the Online Marketing Institute’s eLearning library. Sign up for your 30-day free trial today for immediate access.

Class Title: Mobile PR

Instructor: Lisa Buyer, Social PR Author, Evangelist, and Journalist, The Buyer Group

Description: Considering the staggering numbers of people checking news via a mobile device, the question to ask: Do you have a mobile-friendly public relations strategy in place? In this class, you will learn how to report and promote news that captures the attention of the mobile market.

Key Take-aways:

1.) How to discover why mobile matters when it comes to delivering your news and the opportunities and actionable ways to reach the mobile user.

2.) Critical mobile PR takeaways to dial into the mobile market and understand which platforms to consider and how to set KPIS, benchmarks and prove ROI.

Learn more about what it takes to be an effective mobile marketer by enrolling in Lisa Buyer's Mobile PR class today!