How many of your mobile campaigns simply fail to generate the metrics that you really need to justify your mobile ad budget? I am guessing more than your directors would prefer.
- No categories
Mobile and Internet make up roughly 45 percent of an average person’s media consumption, yet advertisers are only spending about 26 percent of their budget on those two mediums, including a mere 4 percent on mobile.
In the same way that the measurement of clicks has lost its significance in banner advertising when better technology enables analyzing the sales path, the measurement of installs is losing its importance in app marketing.
A/B testing solutions can be used for so much more than basic optimization. Here are three often overlooked, but powerful, use cases for A/B testing, specifically for mobile marketers.
What new technology has really generated is new behavior, whether it is sharing pictures of food, curating our Instagram to reflect who we are, pinning products for shopping and styling inspiration, or buying clothes on our mobile phones. Yet we have focused on ourselves and technology, not consumers and how they shop and decide.
According to forecasts from Goldman Sachs, by 2018 the mobile commerce market is expected to reach the same level as ecommerce was in 2013, at $630 billion in sales. And according to Nielsen, nearly 20 percent of all retail sales across the United States are in some way influenced by mobile.
Ninety-eight percent of traffic on any given Web site leaves without converting. How can you bring back those visitors and refocus their attention back onto your product?
Gartner forecasts “by 2017, mobile apps will be downloaded more than 268 billion times, generating revenue of more than $77 billion and making apps one of the most popular computing tools for users across the globe.”
Television viewership, once built exponentially over decades, is crumbling.
We can debate the exact definition of meaningful dollars, but we all have to agree that the projected $100 billion in mobile advertising spend in 2016 would fit into that category.