Clicks do not matter. Traffic does not matter. Click-through rate does not matter.
Articles Tagged ‘ContactPoint’
Last fall I gave a presentation in Silicon Valley about mobile analytics. Before the presentation someone asked me what the biggest difference between mobile analytics and “regular” online analytics is.
Although a recent mobile campaign from Holiday Inn Express resulted in a small number of qualified leads, the hotel brand still saw a substantial ROI by using click-to-call advertising.
The problem is that mobile and online advertising are as different as TV and direct mail. The same rules do not apply. The same metrics do not apply. And the same goals do not apply.
Mobile searchers are interested in making a decision, not doing research. They are ready to buy, call or visit.
The rules for mobile landing page optimization and standard landing page optimization are fundamentally different.