Mobile Marketing Beyond ROI

The True Impact Of Mobile Marketing Goes Way Beyond Direct ROI

Mobile is much more powerful than the initial numbers from a basic ROI calculation may indicate.
Yes, mobile can accomplish many marketing objectives, from boosting brand perception to increasing
purchases, but integrating mobile into your strategy does more than that: It amplifies other channels,
improves your relationship with your customers, acts as a catalyst for business transformation, and
causes a positive ripple effects throughout the organization.  Our friends at Forrester Research have provided some valuable information for us.

The impact of your mobile program will vary depending on the scope of the project, but uncovering the
full complement of benefits — beyond just the numbers-driven ROI — is the key to demonstrating the
power of mobile to others. Our research told us that to truly assess the comprehensive impact that mobile
marketing programs can deliver to a business, marketers need to look at four components:

1. Customer value. How will mobile change your relationship with and add value to the customer at
   different stages of the customer life cycle?
2. Brand engagement. What new marketing pathways will mobile create, and how will it enhance
   interactions with existing assets?
3. Business impact. How will mobile create new revenue or cost savings, and what effect will this
   have on your organization and internal processes?
4. Mobile agility. How does this mobile program grow your understanding of consumer needs and
   prepare your company to take advantage of mobile opportunities in the future?

Customer Value: Point To Your Audiences’ Mobile Behaviors And Feedback

Connecting customer value to hard metrics such as revenue is difficult, but insight into customer
behaviors and feedback can support your case. This can include statistics and observed trends of
consumers’ interactions with mobile assets; qualitative or quantitative data acquired through program
pilots and trials; consumer feedback through brand surveys or focus groups; or data about your target
audience’s behavior through your agency partner or a third party.

Read more about the value of Mobile Marketing in this PDF from Forrester Research.