Mobile marketers need data-driven insights to engage customers and prospects via websites, apps and advertising. Use this Market Guide to find a provider that offers the features and capabilities you need to execute a successful strategy.
Cross-channel attribution has been a tough nut to crack for marketers, who hoped digital media would bring them a more trackable, more ROI-focused future. And with today’s often-circuitous path to purchase, quantifying the value of mobile marketing and media is complex and difficult. But it's not impossible, according to a new eMarketer report, “The Mobile Attribution Gap: Five Missing Links in Mobile That Make Attribution Harder.”
The mobile phone is unique in that it is the bridge between the online world (ie the internet) and offline world (ie the real world). The device is used to interact with the real world through the internet to ride with Uber, interact with iBeacons or simply get directions to a store. As such, it has dramatically changed the consumer’s path to purchase. One of the biggest impacts is the consumer’s return to the phone call, given the ease of clickable phone numbers in search results and on mobile web pages and apps.