The importance of the vast and growing mobile population for retailers and their marketers is hard to understate. As smartphone and tablet adoption rises, marketers are taking note of the many ways they can tailor campaigns to the mobile audience.
But a new report finds that marketers are not yet taking full advantage of mobile analytics, which could improve the effectiveness of mobile campaigns. “Shopping Guide to Mobile Analytics Vendors,” a new report from Forrester, states that fewer than half — 46 percent — of mobile marketers are looking to analytic platforms for their mobile campaigns.
While Web analytic programs like Google Analytics and other, similar tools tend to be a key information-gathering mechanism for marketers, platforms that gather mobile data tend are less known. Nonetheless, in essence they perform the same functions as their Web analytics cousins; the difference is they track patterns of site and app visits on mobile devices instead of desktops.
How Analytics for Mobile Can Help Marketers
While these platforms track user patterns in similar ways, the information they present can be used differently by marketers. For example, analytics that track a specific mobile app are able to document every activity of the user, from the discovery of the app all the way to engagement.
Engagement is Key
And for mobile, “engagement” is the key term. With the number of smartphone users in the U.S. now around the 130 million mark (as of earlier this year) and tablets expected to outsell laptops by the end of the year, the mobile audience is big and getting bigger.
Mobile devices are used differently than desktops — users expect to access mobile on the go, and therefore expect to be able to find the exact information they want, and quickly. Analytics will provide marketers with information about how (and if) customers are actually using the app. In turn, this shows which actions marketers should target to increase that all-important level of engagement.
Even with widespread mobile-device adoption, mobile marketing is a young practice. Still, it likely won’t be long before the majority of mobile marketers realize the benefits mobile analytics can bring to their mobile campaigns.
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