Home  › Media › Mobile

The Most Important Mobile Metrics

  |  October 7, 2011   |  Comments

Are your SMS offers and push notifications compelling and are the timing and frequency right?

While most organizations are struggling to accurately measure ROI and create a 360-degree view of the customer, may I suggest that mobile marketers need to focus on a key metric: the "quit rate."

  • For SMS subscribers, this is the number of stops in response to a campaign.
  • For push notifications, the number of application deletes that results from a send.
  • For mobile sites, the number of people who leave to go to the full site. (You should always have an option to go to the full site for those who don't find what they're looking for on your mobile site.)
  • For Facebook, the number of unlikes that results from a new post or practice. (While you may consider Facebook to be a social channel, more than a third of users are on mobile devices and changes may cause users to rebel against marketing intrusions.)

Hey Debbie Downer, you may be thinking, we are in the business of making money, and perhaps you'd like to go to my boss to report failure rather than revenue?

OK, don't tell your boss, but follow your quit rates closely. Here's why.

advertising-aggravation-continuum

Consider the Advertising Aggravation Continuum. At one end are media that are impersonal: print ads, direct mail, banner ads. Ads in these media have a very low aggravation factor. You can quickly flip past them, toss them, ignore them. In the middle of the spectrum are radio and TV. Ads are slightly more aggravating and consumers seek to reduce or eliminate them via satellite radio, pre-recorded music, and DVRs. At the most aggravating end of the spectrum are email and telemarketing. We all remember what happened to telemarketing, right? Aggravated itself right out of business.

Mobile marketing is the most personal channel to date, so marketers must consider the aggravation factor. What could be more personal than the device that is yours alone and carried with you everywhere you go? A phone has very limited real estate, so consumers will be far more careful about what they allow in.

Brands that make it into the consumer's inner circle must fight to stay there, hence the need to understand what causes them to quit.

Are your SMS offers and push notifications compelling and are the timing and frequency right? When customers leave your mobile site for the main site, what content do they seek? Are certain Facebook posts followed by a lot of unlikes?

Monitoring these quit rates will help you fine-tune your mobile marketing efforts and not only build your audience but also build your brand. As Andy Sernovitz says, "URUE: You are your user experience." When a customer decides to delete you from their inner circle, they've had a bad experience with your brand. And that's what makes the quit rate the most important mobile metric.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Melinda Krueger

Melinda Krueger is a senior marketing consultant with ExactTarget and a digital marketing veteran – starting with direct, moving to interactive, specializing in e-mail, and now charting a course for mobile marketing. Working with the best agencies in the business, she has helped Harley-Davidson, Miller Brewing, Sears/Kmart, CDW, and many others build their interactive marketing programs. Melinda holds an MBA from Marquette University and is a highly-rated speaker for professional organizations and business schools. As the Email Diva, Melinda answered questions on all aspects of the practice. Your questions about mobile are welcome!

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...