Measurement, engagement remain challenge in mobile
By Staff reports
October 29, 2013
Mobile Shopping Fall Summit attendees in the exhibit hall area
LITCHFIELD PARK, AZ – Marketers are always looking for the next best thing in mobile, and according to Mobile Shopping Fall Summit attendees, that comes with lots of questions.
Mobile Marketer’s Kristina Mayne asked exhibitors and attendees, “What is the number one question your clients ask you about mobile?” Here is what they had to say, in alphabetical order by company name.
Michael Thornton, regional account manager, AppDynamics, San Francisco
What's the performance of my mobile application?
The big issue people have is that it's too easy to go somewhere else, so a bad experience can lose customers that won't come back.
Cassie Wallace, brander, BrandingBrand, Pittsburgh, PA
Eric Feinberg, senior director of mobile, media and entertainment, ForeSee, Los Angeles
What is mobile's influence on my total business?
Dawn Campbell, director of marketing, OpinionLab, Chicago
A lot of it is that they don't know what they don't know.
People don't know what to do next with mobile, like, how do they know what to measure when it comes to customer experiences.
Jeremy Black, director of retail and hospitality, Pivotal Labs, Toronto
Retailers are looking for benchmarks for conversions and engagements.
Unfortunately, it is going to be difficult to create industry-wide benchmarks for conversion and engagement for native applications because the goals for each retailer and each app product that they put out are going to be so different.
On the desktop or mobile Web, the model is fairly simple and is driven towards conversion, but with apps, the goals can be more varied and can focus more on engagement. Or maybe you have multiple products like a payments app alongside your commerce app.
Each retailer has to find their own balance between traditional conversion and engagement.
Jake Kiser, director of sales and business development, Star Star, Chicago
What have you seen other clients doing? We are in a unique position because were agnostic.
The next thing they are almost always asking is metrics-based questions: how many downloads, how many clicks can they expect?
The clients themselves are in the very early stages of defining mobile as a platform, so they're still understanding that there is much more to it than just a click.
Gregory Kennedy, vice president of marketing, TapSense, San Francisco
Most people are shocked with how little data you get out of iTunes about your app. Where did the app downloads come from?
Scott Townsend, director of marketing, Urban Airship, Seattle
How can I move from isolated customer interactions to building sustained relationships?
Urban Airship customers have identified the need to build relationships on mobile and they come to us for building lasting relationships with their customers, bringing together preferences, behaviors, current location and location history.
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