Mobile has become an integrated part of the marketing mix and is no longer an add-on to campaigns. In fact, it’s the central focus for a growing number of marketers, 87 percent of whom are planning to increase their emphasis on mobile in 2013.
Google Analytics are making mobile measurement their focus going into the next year, says Product Marketing Manager Adam Singer. His team has just released the results of a recent research project on the mobile marketing opportunity by Google Analytics and ClickZ.
Their joint research is being dissected on-stage at SES Chicago, as Singer sits on a panel alongside Search Engine Watch Director Jonathan Allen and comScore’s Director of Mobile, Diran Hafiz. Melanie White, Special Projects Editor from ClickZ, is moderating the session.
“We know marketers want simple tools that help them seamlessly integrate mobile into their marketing and measurement, and that’s our focus,” Singer wrote in the blog post summarizing their findings.
Marketers are interested in mobile measurement across the lifespan of an app, Google found. They examined the mobile app metrics marketers indicated they are most interested in:
Most of these metrics are available within the Google Analytics Mobile App, released in June, Singer noted.
Over the next year, marketers plan to use a mix of mobile tactics, the study found: 52 percent plan to create a mobile- or tablet-optimized website 48 percent plan to increase engagement in mobile advertising 41 percent hope to develop a mobile app 39 percent are planning to market a mobile app
Despite the growing interest in mobile, many marketers struggle to capitalize on the opportunity; 59 percent of those surveyed consider themselves either novice or inexperienced in measuring mobile. Organizations that invest in training and education today have an opportunity to come out ahead of the curve tomorrow, said Singer.
Google and ClickZ found that: 58 percent of marketers are currently accountable for mobile metrics, and more than one-third are already sharing internal dashboards to show mobile marketing results. 53 percent of marketers who analyzed their mobile metrics say there is a lot of untapped opportunity and plan to increase their mobile spending. Tools, technologies and talent are in demand: 68 percent of marketers plan to increase technology and ad investments, 32 percent in talent.
“Mobile’s role in marketing is becoming a central part of integrated campaigns and will only continue to grow. Effective measurement across mobile sites, ads and apps will help marketers create winning strategies,” Singer wrote.
These latest insights from Google Analytics come on the heels of their late October Universal Analytics announcement, in which Group Product Manager Manav Mishra explained enhanced new analytics capabilities for enterprise-level Premium or API clients. Universal Analytics tools are made possible by Google’s new Measurement Protocol API and are currently in beta.