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Mobile marketing has steps that we have shared with you in this article. Considering that the use of mobile phones as a tool to communicate with customers and conduct digital transactions is expanding, mobile marketing metrics are very important for companies. In the following, some mobile marketing metrics will be discussed.

What is mobile marketing, and why is it important?

Mobile Marketing is a multi-channel digital marketing strategy that aims to reach target audiences on smartphones, tablets, and other mobile devices through websites, email, SMS and MMS, social media, and apps.

Mobile has changed the way people interact with brands. Today, everything that can be done on a desktop computer is also available on mobile devices. It is also possible to do all the tasks such as checking emails, visiting websites, and reading content on the small screen of mobile devices. It is interesting to know that:

• 80% of internet users have smartphones.
• Mobile platforms such as smartphones and tablets account for up to 60% of the time users spend on digital media in the United States.
• Google has announced that since the end of 2015, mobile phone searches have exceeded the number of searches performed by desktop computers.
• For effective mobile advertising, you need to understand your audience, design content with mobile platforms in mind, and strategically use SMS/MMS marketing and mobile apps.

Why is mobile marketing very important in marketing science?

Although until today, most experts in the field of information technology emphasized content marketing in the web environment, due to the widespread of smartphones in the world, mobile marketing has gained a superior position compared to other types of marketing. Mobile phones occupy a large part of our attention and concentration. Of course, if we skip mobile entertainment and entertainment, this device really makes many daily tasks easier for us, including the following:

• Convenience in paying funds with the help of mobile applications
• Easily and quickly send large files completely online
• Creating freelance and telework jobs at the national and international level
• Online training (teaching and watching training)
• Easy buying and selling of products and services

When mobile phones play such a prominent role in people’s personal and business activities, marketing through them automatically becomes very important.

What is the role of mobile in marketing?

Mobile marketing aims to reach the target audience on smartphones and tablets through websites, email, SMS, MMS, and applications.

So, the first step for this is to create a website that is mobile-friendly. Now the question arises: how to prepare a website to be displayed on a mobile phone? Maybe there is an impression that all websites can be easily displayed on any device, but it must be said that this is not the case.

Marketing metrics

Conversion rate

The conversion rate is the percentage of web page or mobile application users who become customers as a result of an advertisement or attraction by content creation. This metric can help companies to interact more with users by better-adjusting ads and introducing important content.

Clickthrough Rate

Click-through rate is a percentage of the number of people who click on the link or button to enter the relevant page after seeing the advertisement or program content. By reducing the click-through rate, companies can optimize their ads better.

Return on Investment

The conversion rate and revenue generated from mobile advertising determine the return on investment of the companies that have invested in these ads. This metric helps companies check whether they have put their expenses and investments in the right place.

App Store Ranking App Store ranking

Ranking in the App Store is a key metric for mobile app businesses. With a higher ranking, businesses can gain more popularity and somehow increase their income.

Customer Lifetime Value

The customer lifetime value metric shows how much each customer is worth to a business. Companies can gain an advantage over their competitors by better-evaluating customers and trying to increase communication with them. Therefore, in order to achieve success, you should entrust the creation of content to experts because the content that users see in your ads is very important and effective in attracting them.

Among other metrics of mobile marketing, we can refer to site and mobile app efficiency, visitor statistics, time spent by users on the site, percentage of return visitors, and traffic fluctuations.

In-app analytics in mobile marketing

Mobile marketing seeks to attract and retain customers using mobile devices. This digital marketing includes a variety of strategies such as display advertising, search advertising, public relations, cover marketing, and things like stakeholder contracts. In today’s world, where almost all activities are done on mobile phones, mobile marketing is very important for businesses, educators, businesses, and other businesses.

In-app analysis is one of the effective ways to improve mobile marketing performance. It means examining mobile in-app data, including topics such as app performance and usage, user interaction, user feedback, and user issues. In-app analytics helps companies identify in-app flaws. Also, understand the users’ needs and improve the application’s overall performance. For example, visitors to the online store page can be considered an important measure to calculate the conversion percentage after visiting the store page.

In-app data in mobile marketing includes things like the amount of usage or free usage, timing of usage, user behavior in the app, type of device and operating system used, the amount of user feedback, etc. Companies such as Uber, Airbnb, and Spotify can identify user problems and improve their needs by collecting and analyzing this data. In-app analytics is a well-known method for customer surveys based on user behavior. By preparing a complete and accurate picture of the behavior of users in the program, we can better understand their needs and take a good step in the development and improvement of the product.

In short, in-app analytics is one of the most important methods in mobile marketing. This method helps companies improve their product by reviewing data and user behavior in the app. Also, meet the needs of users.

Analysis methods in mobile marketing

Google Analytics: Provides information about your website traffic and visitors. This tool is used to introduce features such as tracking user behavior, identifying user favorite content, understanding data access policies, choosing solutions, and optimizing the site and mobile apps.

Firebase Analytics: Google’s tool for analyzing user behavior and ease of collecting user data and other data. Analyzes such as the number of installations for new users are very important.

App Annie: This tool is used to track and monitor the performance of mobile applications. With the help of App Annie, you can predict what bonuses will be offered to users and optimize your marketing channels.

Mixpanel: This tool analyzes content and payment to attract users. With Mixpanel, you can check what users were sent, where, and how, and then analyze new users.

Localytics: This tool is used to attract the attention of users to the application and increase interaction with users. Localytics, with ten years of experience in mobile marketing, offers you efficient marketing solutions.

KPL in mobile marketing

The concept of KPL in mobile marketing means “Key Performance Indicator for Lifetime Value.” As a key performance metric in mobile marketing, KPL measures the net revenue each user provides you over their lifetime. In fact, KPL is used to measure your users’ profitability and net worth. In other words, KPL earns your total income. Therefore, it can be used as one of the main metrics in your business’s success in mobile marketing.

Measuring the performance of click ads in mobile marketing

An important criterion in measuring the performance of click ads is the amount of clicks and the click rate (Click Through Rate – CTR). The click rate shows the ratio of the number of clicks received to the number of ad impressions. With this method, you can know how attractive your ad is to your audience and how many of your current users can respond to these ads. Also, the click rate shows how many people act on your ad and what percentage of the total impressions of your ad. This metric will help you understand if your ads are engaging. Whether you are giving enough feedback messages to users and what you need to do to improve your ad clicks.