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Engaging the mobile experience: Effective mobile measurement strategies, an OMMA Metrics panel.

80% of the world’s population has a mobile device; this percentage is higher than those who have Internet subscriptions.  In the United States alone, there are 100 million mobile web users.

With all of the mobile device use, a host of creations such as mobile sites, mobile apps, and other platforms enable users to engage and connect with the world around them.

With all of these wonderful creations, several questions remain unanswered for marketers and branders alike, such as:

  • How do you measure mobile?
  • Are mobile measurement results reliable?
  • What are the best tools to measure mobile?
  • How can you optimize mobile experiences?
  • What content should be in a mobile website?

This OMMA Metrics panel of mobile experts breaks mobile measurement down and teaches you how to drive insights from your mobile channel.  Use their guidance wisely so you can effectively use mobile to your advantage.

Moderator
Greg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic

Panelists
David Berkowitz, Sr. Director of Emerging Media & Innovation, 360i
Steven Goldstein, SVP, ChaCha
Shiven Ramji, Vice President, Mobile Media & Advertiser Products, The Nielsen Company
Eric Rickson, Director of Mobile Analytics, Webtrends
Jeff Tennery, SVP, Publisher Services, Millennial Media

Mobile content planning

  • Look at traffic today & your expertise
  • Remember capacity of Smartphone vs. feature phone
  • Don’t bother with a mobile display advertising strategy if you don’t have a mobile website to back it
  • Look to gaming; tablets adding to TV experience
  • Mobile has stronger click-through rates because there’s less competition
  • So much of mobile morphs into another media naturally:
    • Trends while watching TV
    • Trends while in the store

Lessons learned from online measurement help with mobile measurement

Mobile measurement still evolving; one system will not solve it all, each data source has challenges

What’s the next big step?

  • Move to commerce, beyond the click
  • Brands trying to value what it’s really worth and how all the variations compare
  • Measuring mobile apps is easier, it’s capturing the ecosystem that’s the challenge @ricksone
  • Mobile has advantages over web; need to highlight those when comparing them @dberkowitz
  • Focus on privacy and transparency settings

The use of mobile phones for web use is only going to increase.  Use this expert advice from mobile gurus to plan your mobile campaign, observe trends, and measure wisely.

Google Analytics ROI with Jay Murphy at Newport Interactive Marketers

By Julie Woodside

The Newport Interactive Marketers went to class at Christie’s on June 23 as Jay Murphy, Boston University’s Center for Digital Imaging Artsinstructor and managing director at Trionia, taught attendees how to use Google Analytics to get the best results from their online efforts.

Did you skip this free course?  Here are some of the lessons from Jay Murphy’s presentation.

Google Analytics capabilities

  • Shows
    • Where visitors are coming from
    • How many come back to your site
    • How often people go to your site
    • Exit points
    • Traffic trends
    • How deep into your website do visitors go
    • Time of day people are looking at your site
  • Allows you to compare data with other similar sites (if you share your data as well)
  • Powerful heat maps are currently in Google Analytics Beta
  • Can link AdWords to Analytics

3 Big analytic tools

Free analytic sites

Who measures with Google Analytics?

  • Business owners
  • Bloggers
  • Online/offline ad agencies
  • Site developers
  • Online marketing specialists

Easy installation

  • Input name and time zone
  • Embed a bit of code
  • Check to make sure analytics is on

Set goals on Google Analytics

  • Time visitors are spending on your site
  • Pages visited
  • URL destination
  • E-mail signup
    • Then measure against goals

Bounce rate

  • When someone comes to the page and then leaves
  • Bounce is not necessarily bad
  • Need experience to interpret
  • Varies by industry and trade
  • Bloggers who post regularly will have higher bounce rates

 

Google URL builder

  • Google URL builder is an important tool for tracking ads/media/creative/content
  • Use to measure partner campaigns or 2 versions of a campaign to see results
  • Can use for email campaigns

Visitor reports

  • See even which town people are in when they visit your site
  • How many pages they visited
  • Are they new to the site or returning
  • What type of browser and connection speed they have
  • In-site analytics will overlay percentages of click on each page, allowing you to see each click

Advanced Segments

  • Will sort out different interests and match behavior
  • Example: Will sort out shoe shoppers vs restaurant goers (mall used as an example)

Optimize your site

  • Yellow buttons are better than red
  • Too much text is bad
  • Changing fonts is distracting
  • An “ugly” submit button works better than a fancy looking one
  • When looking for mobile users, look at the operating system being used instead of the browser

Lessons from another analytics guru

Google Analytics for Business: Introduction REGISTER ONLINE

 

Don’t be intimated by Google Analytics, it’s here to help your webpage.  Use Google Analytics to understand and better engage your audience, and to set and excel your webpage goals!  A great presentation, & another great Newport Interactive Marketers event.

A special thanks to @carloverkat, @franciscosamuel, @SJohnKreese, @NoirBlancDesign, @seangw for tweeting their insights during this event.

Social media’s present and future influence on marketers and media, an OMMA Social keynote presentation

Let’s start with a couple social media stats

  • Twitter has more than 175 million user accounts
  • Facebook has about 650 million users.
  • And LinkedIn has over 100 million professionals signed up.

Judging from the statistics of only three of the many social media venues, I think we can make the safe assumption that social media use is BIG. More staggering social media statistics

So, is social media impacting the way marketing and media outlets work?  If it is, how should marketers and agencies react to this development?  Or, is social media an over-hyped trend that will soon be outdated?

OMMA Social keynote, Antony Young, CEO of Optimedia International US and author of the book Brand Media Strategy, shares his perspectives on social media during his presentation, “Is social media in a bubble?”

Social media success tips

  • “Social matters to brands because of advocacy.”
  • If you’re not getting the results from social media, it’s probably the way you’re implementing it
    • A ‘Liked’ ad is 300% more likely to solicit a buy.
  • Social media is starting to make us think about reaching the heavy influencers instead of the heavy users.
  • There is no real text book on social. You need to immerse yourself; part of it is to have curiosity.
  • Social is not just digital … And perhaps even becoming less digital in certain ways?

Influencers

  • Advocates
  • Detractors
    • Detractors talk about your brand 4x more than anyone

Branding

  • Reputation management is what it’s all about
  • Perfect for social space
  • Add the following to all idea briefs “what can we say about the brand that will drive talkability”

Earned media ingredients

  • Anti-ads, unpaid mentions, bloggers
    • Needs to be useful, real, true

Social media is a powerful force for marketers and agencies, do not write it off as a trend.

Bill Gates once said, “we always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10.”  Do not underestimate social media: Its use is growing; it is a wise move for marketers and agencies to study its impact to leverage its use for their business incentives.  Be smart and incorporate social media into your campaign.

View slides from the presentation here

Thanks for sharing your insights @antonyyoung, @MelCarson, @AmandaDeVito, @MikeDeichmiller, @JasonHeller, @URInews, @gavinthomas11

Direct mail… What is that again? Highlights from NEDMA 2011

Snail mail, the United States Postal Service, stamps: The “old-fashioned” way of communicating is still around!

If you have forgotten about it, here are some pointers of how to communicate when using direct mail from the NEDMA 2011 conference.  Use these in your direct marketing practices.

People are more motivated by the avoidance of pain.

  • Consider using fear in direct marketing

To persuade people

  • Choose an easy-to-read font
  • Consider a neatly-written post-it note
  • “Give people a reason to believe.”
    • People are natural skeptics, so putting the reason into context for customers
  • The word “because” is used as a compliance trigger.
    • People assume the reason is going to be a good one.

Mailboxes aren’t around just for kids t0 smash; snail mail is still a great way to send messages.  Use these tips in your direct mail marketing practices to obtain the best  results.

“Clout” book review by Newport Interactive Marketers

Turn off the computer and sit back with a great read: Clout: The Art and Science of Influential Web Content by Colleen Jones is a practical handbook for anyone that wants to learn more about creating digital content.

Watch Newport Interactive Marketers Suzanne McDonald, chief content strategist of Designated Editor, and Katherine Gagliano, e-mail and digital marketing consultant at Amplify Marketing Group, as they give their professional opinions of the book and decide if it is worth your time to check it out.

“If you’re only going to read one book, this is a good one” — Suzanne McDonald


Why read ‘Clout’ and care about ‘Influential Web Content’?

  • Content 101: A practical guide that covers basic principles of content creation for your audience
  • Great “how-to” on creating meaningful content on the web
  • Relevant in our constantly evolving technological times
  • Quick read, naturally, since it’s written by a content specialist
  • The author directs you to the topics that are relevant to you

What does the book cover?

  • Framework
  • Oratory styles
  • Crowdsourcing

Who should read this?

  • Professional content creators who have access to strong support system
  • Professionals who are looking to elevate their content game online
  • Not so great for one-person operation
  • Everybody can take some concepts from this book
  • Relevant to all skill sets

Most enlightening aspects to Suzanne and Katherine

  • Very current!
  • Does not try to cover too many topics
  • Author recommends other relevant reads such as branding

If you want a quick and practical read on the best ways to create content for your web strategy, read Clout. With it’s current relevance and practical guidelines, it is well worth your time to check out.

Join Newport Interactive Marketers at their monthly gathering for more information on online marketing strategies, great networking, and other book recommendations.