Thursday, December 27, 2012
Over the next several weeks, we will be sharing predictions on the future of marketing from 25 industry thought leaders. These predictions have been compiled in our new whitepaper, Inspired Marketing Predictions for 2013. Today, our own R.J. Talyor shares his thoughts.
Mobile ROI Takes Hold
2013 will be the year of the mobile return on investment (ROI). Marketers have already invested the resources into experimenting with mobile. In 2013, they’ll use data to prove what works, and what doesn’t.
No matter the sophistication level of a mobile program, marketers can calculate its ROI. And the good news with mobile marketing? The data is there. Clicks, opens, mCommerce conversions, coupon codes, in-app conversions... it’s a dream field of marketing data that can be used to quickly calculate the ROI of a mobile marketing investment. Doing so will lead to a number of shifts in 2013.
Marketers solely adopting mobile will recognize their mobile email open rate (some marketers are seeing mobile opens over 30%; others, over 50%!) and refine templates and practices for conversion on the handset or tablet. Seeing its return on investment, marketers will decide on how best to incorporate SMS and push messaging into a lifecycle marketing program, or whether to stick with transactional use cases only for those channels.
More advanced marketers will integrate advertising, email marketing, SMS/text marketing, and push messages into the ways they promote their apps and mobile websites. In calculating the ROI for a mobile website or app, marketers will abandon disparate marketing programs and go with fully integrated cross-channel programs that result in higher ROI.
The most advanced marketers will determine ROI based on market segment—or individual. ROI by segment (or individual) will show that different channels work for each consumer, each purchase path and each marketing goal.
In 2013, marketers will create simple to complex marketing campaigns that start, continue, and end on a mobile device. Accountability for mobile investment is coming in 2013, and the data is there. Where will this new ROI lead you?
As Vice President, Mobile Products, R. J. owns mobile product strategy and innovation at ExactTarget. In addition to consulting with clients on mobile marketing, R. J. has spoken at industry events, authored case studies, whitepapers and, book chapters on the topics of mobile, email, social media, and privacy/deliverability. R. J. assists in running Mobile Indiana, and spends his free time as a masters swimmer, marathon runner, and sometimes-gardener. R. J. holds a Bachelor of Arts degree in English from DePauw University and a Masters of Fine Arts degree from Purdue University.