Measuring mobile marketing

There's been a lot of hype about mobile marketing and its potential. But one thing that has been lacking is a consistent set of measurement tools to assess the effectiveness of these campaigns.

While some companies offer measurement tools for specific campaigns that they manage, there has been little coordination of analytics. In other words, it's difficult for marketers to compare one campaign against another if they use different companies to handle the campaigns.

The Mobile Marketing Association is working to overcome this issue. In mid-2007, the group launched a measurement initiative, and now the MMA has announced that it is supporting ioglobal in a trial that will measure mobile-TV-PC integrated marketing campaigns. The main goal of this trial is to come up with a framework for figuring out the right measurement tools for three screen marketing campaigns.

The trial will be conducted in partnership with major media companies and advertisers. The various campaigns that will measured will use a variety of different marketing techniques including banner ads, pre-roll, post-roll and in-stream videos as well as SMS.  The results will be shared with MMA members.

I commend the MMA for continuing to push these types of initiatives. Without consistent measurement tools, mobile marketing will never live up to its vision and marketers will start looking for other avenues for their campaigns. -Sue [1] 

P.S. Join me Thursday, April 10 at 2 p.m. EST for a Webinar on "The newsmakers of CTIA." My guests Linda Barrabee of the Yankee Group and Andy Seybold of Andrew Seybold Inc. will dissect all the news from the CTIA show. Sign up here. [2]