Businesses can doom their marketing budgets by investing in a mobile campaign without proper research and preparation. This is especially true if your organization is new to mobile marketing or if you’ve been shying away from business intelligence (BI) strategies.
Your team might be unsure about which type of ads to invest in, how to communicate effectively with your audience, how to measure success, how to try new tactics, and how to keep your customer information safe.
Here are a few ways you check your mobile marketing campaign for budgetary leaks.
Your ads should fit the audience
First, take a look at who you’re actually marketing to. Once you have a thorough understanding of your audience, you’re halfway to success.
Think about the type of products and services you’re sending into the world. Are they more spur-of-the-moment purchases or do they generally require long-term decision-making?
For example, retail stores with flash sales generally rely on impulse purchases to reach greater conversion rates. Companies that rely on impulse buyers should explore pay-per-click ads, so they can get a high amount of visibility at a lower cost.
Have you been tracking your mobile advertising engagement and conversion rates the way you would track other ad campaigns? If not, then you’re probably be missing out on huge opportunities to address errors and replicate success.
Many social media platforms, including Twitter and Facebook, have their own proprietary systems for you to monitor a mobile ad campaign. It’s critical for your marketing department to pay attention to trends and address ads that result in low ROI.
BIME (Business Intelligence Made Easy) fully integrates with Facebook Insights and creates opportunities to connect to APIs of other social networks, so there are many ways to maximize BI and BIME when it comes to proprietary systems for mobile marketing campaigns.
Does your company pull the trigger on new ad campaigns without testing them? This can be an enormous and costly mistake that’s pretty easy to avoid if you use cloud BI instead of depending on old school tactics.
Before you start drafting a campaign test, see if your marketing team has been able to collect analytics on similar campaigns in the past, saving and sharing in the cloud. This can help you predict some of the outcomes of your new tests without having duplicate content floating around.
Split testing is one of the most popular ways to experiment with marketing campaigns. Create a mobile website, social media ad, or email campaign, and split it up into a few different versions.
Deploy those versions to test audiences, and see which versions bring in the highest click-through and conversion rates. Test different phrasing and graphical content. You might be surprised to learn which tactics win customers.
Your company can save marketing funds by examining its audience, campaign analytics, split tests, and data security. These practices should become routine, so you aren’t leaking dollars and cents through your mobile marketing.