It’s a mobile, mobile, mobile world

By Maria WoodAugust 14, 2014

There’s no disputing the massive growth of Web surfing on mobile devices. But do major brands and advertisers know how to use these tremendous marketing vehicles correctly?

That was one of the questions examined during a LeadsCon 2014 panel, “Tracking Mobile Performance: A Comprehensive Look at Lead Generation on Mobile Devices.” Performance marketing expert JT Benton kicked of the discussion by saying we are now in “the era of mobile.”

Ted McNulty, senior director of performance sales at Millennial Media, noted that people now spend more time logged on to their mobile device than watching TV. Greg O’Brien, senior vice president of QuinStreet, added that more than 30 percent of traffic across its verticals comes from a mobile device.

Yet many major brands are stymied when it comes to devising a successful mobile campaign. First, it’s vital to understand how a customer experiences the mobile world, Benton said. “Have empathy for the users,” he added.

Though the opportunity is great, mobile is challenging, McNulty conceded. “It’s not easy to do,” he said. Some of the obstacles he outlined are the small screen size and dealing with the different operating systems on an iPhone versus an Android. He also mentioned that consumers are more apt to click on a display ad if it is positioned on a content page they are perusing rather than as a pop-up during a mobile game. For lead generation purposes, placing ads on a content page the consumer is likely to read on a mobile device, such as news and weather sites, works best, McNulty said.

One mistake marketers make is simply transferring a desktop webpage to a mobile device. The two formats are quite different and need a different interactive flow. For instance, if a consumer fills out a form on a mobile device, it’s best to have one question per screen, insert plenty of drop-down menus and limit the amount of data a consumer must input, McNulty said.

Panelists also discussed which method—click-to-call or filling out forms—results in the best conversation rates. O’Brien advocated using both methods in combination. McNulty, however, said that while click-to-call “can work,” conversation rates are better when a Web form is completed.

Keith Moore, CEO of CoverHound, Inc., said the click-to-call push must be introduced at the right time. If pushed out too early in the process, a call center may get bogged down with calls from consumers not ready to convert.

McNulty also advised companies to do cross-screen tracking. In other words, a consumer may start the conversion process on a mobile device but then complete it on a desktop.

This article is brought to you by LeadsCon New York.

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