Feature Article

March 27, 2013

Google Calculates Just How Valuable Your Mobile Marketing Campaign is

Just like T-Mobile has completely revolutionized the sales of mobile services with its new no-contract plans, Google has begun to pave the way for new changes in the advertising world to surface with its new Full Value of Mobile App.

The marketing industry has shifted its influence from the television to the computer, and now to our mobile devices, which is why organizations are constantly trying to discover ways that they can incorporate their clients into the digital realm through platforms like social media and mobile apps. In order for businesses to thrive – especially those that are local – it is vital to have a presence in the digital world, but just how much are businesses benefiting from their mobile marketing campaigns?

Gartner predicts that this year, worldwide, mobile advertising revenue will reach $11.4 billion. With a prediction so grand, it is obvious that there has been a mobile shift in the marketing industry as organizations are constantly trying to develop their own apps or incorporate mobile advertising so that they can be a part of this forecast.  To help businesses understand where their revenue stands within Gartner’s perimeter’s, Google has developed the Full Value of Mobile app. This app boasts the ability to calculate how sales much sales are generated online and in-store from its AdWords advertising service.  

The calculator has the ability to find out how many phone orders originated from mobile ads and what it is worth to a business; how many app downloads are coming from mobile ads; how many customer are using multiple devices to bus from a businesses; how to value these sales; how sales on mobile site drive value of your business; and how many of in-store sales started from a mobile device.

These types of analytical equations can help businesses divide their sales based on mobility usage and decide whether or not advertising in the mobile world has significantly affected their sales, both online and in-store.

Advertising online today has become pretty essential, especially for small and local businesses looking to thrive against bigger corporations and franchises. Companies like Mogreet, a provider of mobile messaging, has created a self-service text messaging platform design for small to medium sized businesses (SMBs) that can send text and multimedia messages to their customers via their mobile devices.

With a tool like Full Value of Mobile, these businesses can calculate if they are investing in a mobile app that is generating actual revenue, and not just how many clicks their website receives or if their SEOs are increasing. During a time when our country is experiencing such levels of debt and loss, this calculator could help prevent these small businesses from making a marketing mistake that could greatly affect them.

However, if you look closely on the Google website for Full Value Mobile, it notes that this calculator is not perfect in its numbers; it hopes to create a new generation of such marketing apps that are fostered in the mobile world. So while the marketing app in itself is an optimizing tool for businesses alike, it is also a sign that a new era in mobile commerce is emerging. 

Edited by Allison Boccamazzo

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