Google analytics john barnes - mobile marketing & measurement research report

Google Confidential and Proprietary 1Google Confidential and Proprietary 1Google Confidential and Proprietary

Mobile Marketing & Measurement Snapshot

Fall, 2012

John Barnes

Google Confidential and Proprietary 2Google Confidential and Proprietary 2

Contents

Executive summary

Intro to research

Current mobile landscape

Future of mobile marketing & measurement

Respondent demographics

1

2

3

4

5


Executive summary of research findings

A majority of marketers (87%) are planning to increase emphasis on mobile during 2013, belief in channel is rapidly growing stronger.

While a majority are planning to increase emphasis, mobile measurement is new for many: more than half (59%) of marketers are either novice or completely inexperienced.

Savvy organizations starting to move faster in mobile, gaining more expertise integrating social / location data with mobile and measuring across channels. For example, 26% of brands are already customizing mobile experiences based on location data.

Opportunity for brands to create apps which will be used repeatedly and provide a high level of utility. Many brands still focused on branded or content-driven apps which are not necessarily customer-centric.

While mobile advertising remains a challenge to measure, this is solvable by assigning specific, measurable mobile conversions to campaigns in order to better understand ROI from mobile and unlock the value of the channel.


Mobile is changing marketing, and brands need to quickly move mobile from experimental tactic to a practice area that takes center-stage.

Industry indicators are increasing: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research).

We believe mobile marketing and measurement need to be an integral part of every brand’s strategy, not an afterthought.

That’s why Google Analytics teamed up with ClickZ to research marketers globally – across all types and sizes of organizations – to understand today’s mobile marketing and measurement landscape and where it’s headed next.

Intro to research

Sources Google, ABI Research


Current Mobile Landscape


Mobile-optimized sites are still the most used tactic

Research question: Which of the following mobile initiatives have you developed? (check all that apply)

Data based on 2318 respondents.

Many brands approaching mobile tactically, or in silos from other digital efforts. Opportunity exists for brands to develop strategies and integrate execution with other tactics.

50%optimized sites

36%strategies

35%advertising campaigns

34%applications

Current State of Mobile

Mobile initiatives brands have developed:


Integrating mobile technology is still new territory

Not yet using any mobile integration services / technologies

Personalization of content based on location

Customized advertising messages

Integrating location with social data

Specials or offers based on proximity

Other

53%

26%

21%

19%

18%

3%of brands are not yet integrating mobile technologies or services

50%more than


Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)


How brands use mobile to improve local


Branded & content make up ½ of apps createdTypes of mobile apps marketers have built:

Two types of apps: branded and content together make up 50% of the total apps marketers are creating.

This is likely due to simplicity to develop, however brands should also explore utility-focused applications that provide a benefit to consumers and inspire repeat use.

Branded apps:

Content apps:

Service / support apps:

Social apps:

Entertainment / gaming-related apps:

Loyalty apps:

27%

23%

21%

12%

9%

8%


Research question: If you've built a mobile app, which types of apps have you built? (check all that apply)\



17% target a non-mobile experience in mobile adsWhere marketers currently spend mobile advertising budgets:

Research question: If you're engaged in mobile advertising, on what do you spend a majority of your advertising budget?

Data based on subset of 1471 survey respondents who participate in mobile advertising.

Brand advertising and awareness dominates mobile advertising with 45% spending a majority of their budget here. A surprising 17% of mobile advertising is targeting a non-mobile site or experience.

These two indicators point to opportunity for marketers to establish mobile conversion goals in addition to awareness, as well as provide a mobile-optimized experience for all mobile ads.

45%

25%

17%

13%



Fluency in measuring mobile apps is an emerging skill

6%

12%

23%

36%

23%

Extremely Sophisticated

Advanced

Intermediate

Novice

No understanding

we’re starting to measure apps and are just learning

we measure our apps but feel like we're not seeing the whole picture

we measure apps in a comprehensive manner but the data is in a silo

we measure our mobile apps integrated with other initiatives

we’re not really sure where to start with mobile app measurement


Research question: Rate your sophistication of using mobile analytics to measure a mobile app.



Marketers want to measure full app lifecycle

71%Engagement / usage of apps

Metrics that matter to marketers:

56%Revenue generated from apps

51%Advertising metrics

55%Insights into app marketplaces

revenue generated from in-app or spent on acquisition

& downloads of apps

38%Cross-devicetracking

32%Crash reporting / troubleshoot information


Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)



Top mobile measurement challenges faced

Research question: What is your largest mobile measurement challenge at the moment?

Data from 1806 survey respondents who face challenges with mobile measurement.

Measuring ad effectiveness is the number one challenge for marketers in mobile, and presents an opportunity for brands to ensure they are following a best practices approach to mobile ads: such as ensuring ads are campaign-tagged properly and establishing mobile conversions.

39%

Measuring mobile consumption of content

Measuring mobile websites

Measuring mobile apps

Measuring mobile ad effectiveness

27%

19%

15%



Reporting mobile results is new for many

42%

25%

18%

17%

don’t yet report on / are not yet accountable for mobile metrics

present a measurement dashboard to stakeholders tracking a holistic set of metrics

share successes as they happen, but lack formalized dashboard

have a dashboard, but would like it to be more robust

How marketers report mobile site & app metrics

Although 42% of marketers aren’t yet accountable for mobile metrics, an encouraging 1/3rd of marketers are already sharing internal dashboards to prove mobile marketing accountability.

Research question: How do you report / share mobile site or app metrics?




Integrating mobile technology is still new territory

Not yet using any mobile integration services / technologies

Personalization of content based on location

Customized advertising messages

Integrating location with social data

Specials or offers based on proximity

Other

53%

26%

21%

19%

18%

3%of brands are not yet integrating mobile technologies or services

50%more than


Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)


How brands use mobile to improve local


A glimpse into where we’re going in the future


A new digital divide is emerging between

The Future: What’s Next For Mobile

Those still marketing to a

static, wired world.

Those fluent in the ability to

take advantage of mobile through effective data-driven decisions.


of marketers are planning to increase their emphasis in mobile for the next year.

Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year?



87%


More than ½ of marketers focusing on sites, but a broad mix of tactics is planned

Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply

Data based on 2182 respondents

Create a phone and/or tablet

optimized website

Integrate mobile with social

Engage in mobile

advertisingDeveloping a mobile app

Marketing a mobile app

52% 49% 48% 41% 39%


Planned mobile marketing tactics next year


Increase spending

Data is helping marketers decide: 53% of marketers who analyzed mobile metrics say there is a lot of opportunity in mobile and plan to increase spending.

Keep the same Decrease spending We’re not yet focusing any spending on

mobile

there is a lot of opportunity here

we’re already allocating the right

amount

we’re not seeing any value

26%1%20%53%


Research question: Based on what you've learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year?



Tools and technologies are sought more than talent: 68% plan to increase technology and ad investments, 32% in talent.

Increase investment in

technology

38%

Increase amount spent

on mobile advertising

30% 18%

Hire / outsource additional developer

talent

Hire / outsource additional

marketing / analyst talent

14%


Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus?

Data based on 1671 respondents planning to increase emphasis on mobile

Planned areas of focus for marketers


Demographics of respondents


Respondent level in organization

Research question: Which of the following best describes your level in your organization?


Demographics

Marketing Manager

Owner/Chief executive officer

Analyst

Director

Associate coordinator

VPCMO

2%4%

10%

13%

17%

28%

26%


Digital specializations (besides mobile) also practiced by respondents

Demographics

SEO /SEMSocial Media

Marketing

Email Marketing

DisplayAdvertising

Website Testing

Mobile Marketing

Viral Marketing

Video

16%

34%

39%

49%

44% 60%

71%75%

Research question: Which digital marketing specializations do you practice? (check all that apply)



Survey respondents’ mobile apps / marketing efforts fall into the following industries

Research question: Which vertical does your application or mobile marketing best fall into?


Demographics

Business (B2B)

30%

Retail

14%Media/

entertainment

11%

Travel

6%

Finance

5%Public Sector

3%

Technology

14%

Food/Drink

3%


Size of the 2318 brands researched (employees)

Research question: How many employees are at your company?


Demographics

26%

0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000

1381

387

176 153 14378


Blog: analytics.blogspot.comG+: +GoogleAnalyticsTwitter: @GoogleAnalytics

Connect with Google Analytics & ClickZ for the latest research, trends and tips on analytics

Blog: ClickZ.comG+: +ClickZTwitter: @ClickZ

John BarnesE: [email protected]: +44 (0)20 7316 9007Twitter: @johnmnbarnes

http://analytics.blogspot.com/

https://plus.google.com/+GoogleAnalytics

http://Twitter.com/GoogleAnalytics

http://clickz.com/

https://plus.google.com/106863926820885227708/posts

http://twitter.com/ClickZ

mailto:[email protected]



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