Measuring mobile advertising efficacy a complex issue

Posted by David Aparicio

Feb 25, 2013 3:02:00 PM

Measuring mobile advertising efficacy a complex issue

The best practices of online marketing for small businesses continue to evolve at a rapid pace, as the modern consumer becomes more mobile and tech-driven than ever before. Managers and executives need to create long-term, comprehensive strategies for web-based advertising, and should incorporate methods of riding trends for maximum returns on investment.

Aquent, a global staffing firm, recently released a new study commissioned by Forrester Research titled "Planning for Mobile Marketing Success Through Smart Staffing," which sought to explore how businesses are measuring the efficacy of web-based advertising strategies. According to the firm, more than two-thirds of respondents to the survey said that their mobile advertising strategies have been in operation for two years or less, illustrating the novelty of the process.

"There is no denying that the consumer adoption of mobile devices is rapidly increasing and marketers must act fast to address new marketing touch points," Ann Webster , president of Aquent, explained. "With 70 percent of companies having a mobile marketing strategy in place two years or less, we expect to see more organizations bring on mobile marketing contractors to fill critical skills gaps on their team."

Small business owners should ensure that their staff is adequately prepared to assess mobile advertising strategies, as this groundwork will lead to the strongest returns on investment. 

Topics: Online Marketing for Small Businesses