Mohith AgadiPeople at present are becoming very dependent on their mobiles. Whenever they want to answer a query, or want a product or just basically need anything, they use mobile search. 69% of all smartphone users exhibit this behavior. Considering this trend, it becomes very important to be able to measure the ROI on mobile ads. Though the common belief is that mobile measurement is not exact yet, but in truth the technology required for mobile measurement is quite robust. It is fairly easy to measure any action taken by the user on a mobile device after seeing an ad.
In the study conducted by Google in partnership with Bain & Company and Ecoconsultancy found some really intriguing numbers. It is clear that mobiles do have a huge influence on the buying decision of consumers. 76% of people who use mobile search to locate any service or product in a particular area visit a business related to their search within 24 hours, and 28% of those people end up buying the product they were looking for.
Leading marketers are 75% more likely to move to a more holistic approach to mobile measurement and 83% more likely to include cross device data in their modeling compared to mainstream marketers. The leading marketers are also more likely to successfully drive growth with mobile. Leading marketers are more likely to use estimates to bridge any gaps existing between measurement and analytics practice.
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