ROI on Mobile Marketing? 63% Say “I Don’t Know”
In the online space we are enamored with numbers. We can measure everything and everything can be quantified. That’s why the Internet is the place for marketers to be.
OK, at least that’s how the industry pitches the online space. As that momentum moves to the mobile front that same mantra is being droned out over and over again just so there is an understanding that ROI in the online world is something that can be quantified.
Well, I would like to introduce hype to reality. They don’t get a lot of time together because reality doesn’t sell. But if the report by eMarketer regarding return on mobile marketing is any indication, then “Houston, we have a problem.”
If you do some simple math on this one you will see that 63% of marketers in the mobile space don’t have a clue what their ROI is. Add that to the additional 10% who say that the medium performed below expectations and you have a mobile marketing train wreck.
Of course, this is one study and another part of it did look at just advertising in the mobile space but the measurement numbers are only slightly more encouraging.
It’s hard to imagine that over 50% of the respondents felt that their efforts performed below expectations or were simply not measured.
This does not bode well for the mobile environment. If everyone starts rushing in because it’s the cool thing to do but they are not prepared to take advantage of it then we run the risk of actually slowing progress in the mobile space. Once bitten, twice shy is the marketer’s creed on the Internet. If they run into the mobile space with both barrels blaring then run out of bullets with nothing to show for it they will shy away from going back anytime soon. When jobs are lost because of false hope it’s hard to regain that trust.
Fools rush in is what I have heard. I know I have been guilty of it in the past. Are marketers doing the same thing with the mobile space?
What’s your take?