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According to statistics released today by Bango, 83% of brands do not use mobile specific analytic tools, leading to inaccurate data on campaigns performance. Of those that do implement some form of campaign analytics, only 17% said they'd sourced a specialised mobile solution designed to measure mobile user behaviour accurately and consistently. Even more surprising 27% admit to not implementing any analytics in their mobile campaigns.
Bango surveyed more than 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. More than 90% of these brands said they will increase their mobile advertising investment in 2010. Global spending on mobile advertising in 2009 was US$500 million, according to Juniper Research.
“The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard,” said Ray Anderson, CEO of Bango. “Yet eight out of 10 of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns.”
With mobile advertising now an integral part of many brands digital marketing strategy, knowing what happens after the user “clicks” is essential. Bango has recently released a new version of its mobile campaign analytics, which provides brands and agencies with powerful reporting tools and custom filters that deliver in-depth insights into how individual customers interact with all mobile advertising and search marketing campaigns. |
