Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Mobile Marketing Campaigns - What is the Cost? Where is the ROI?

Patrick J. Moorhead
Director of Emerging Media

Original Source Article: Cost and ROI for Mobile Campaigns

Patrick Moorhead oversees R&D initiatives on behalf of Razorfish’s Advanced Marketing Solutions group. This division helps clients and staff understand and evaluate emerging media technologies, including mobile media. He offers cross-media consultations that identify the practical applications of using emerging media as a marketing vehicle.

Mr. Moorhead discusses the mechanics of mobile campaigns, the similarity between online and mobile metrics and the fundamentals of mobile ROI.

eMarketer: What do mobile campaigns cost?

“An eight-week campaign for mobile media...we’re probably talking about $250,000 to $300,000.”
Patrick Moorhead: An eight-week campaign for mobile media—which could be a combination of mobile display and text messaging—we’re probably talking about $250,000 to $300,000.

That investment offers substantial reach and will allow us to do pretty specific targeting at the device and content levels, and even a little bit of geo-targeting. It includes the data from the test and some very favorable rates on CPMs or CPC.

With that kind of an investment, I should be able to go back to the client and explain how mobile worked for them. We’ll be able to make some real decisions after that.

eMarketer: What kind of metrics and benchmarks should marketers expect?

Mr. Moorhead: Marketers want to know, how many acquisitions of consumer phone numbers or e-mails did a mobile campaign drive? How many messages did we deliver? How many page views did we get at the WAP page? What were the most popular products viewed at the WAP level? How many clicks did the mobile banners get?

A lot of these metrics look similar to the way that we measure online media, which is one of the neat corollaries between online and mobile.

One thing that is overlooked is that mobile kind of lives in the middle of the media ecosystem. It’s kind of a thread that stitches together an experience from online to TV to a billboard to a magazine to a preroll video online. We refer to mobile as the connective tissue in digital.

In order to plan and effectively capitalize on the technology inside a large organization, you’re bringing a group of people together who typically don’t spend a lot of time together. It could be someone in the e-commerce catalog business, a digital marketing person, a IT person and, potentially, even an outdoor media person.

These people never cross paths but because of the requirements of working in mobile, they now have to collaborate. I think a separate class of metrics is needed regardless of campaign performance—how did the organization perform around embracing the channel?

Even if the campaign tanks in terms of performance metrics, if the group resolves who owns, maintains and pays for the mobile marketing and media channel, that might be a better metric for success in the short term for organizations seeking to understand it.

eMarketer: What about ROI?

“I redefine ROI as return on innovation as opposed to return on investment.”
Mr. Moorhead: I redefine ROI as return on innovation as opposed to return on investment. Return on innovation is that organizational metric that assesses how well the organization embraced the channel.

Our online display campaigns typically have 0.01% to 0.09% click-through rates. If it’s well-planned and targeted, it’s not unrealistic for a mobile campaign to have a 1%, 2% or even 3% click-through rate depending on the creative messaging and the offer. In sponsored SMS campaigns, we’ve seen click-through rates on sponsored text links go as high as 9% and 10%.

For a retail client, for example, we’ve seen unique visitor traffic to the mobile Web experience equal the online page view traffic numbers. Essentially, we were able to drive a volume of traffic to the mobile Webpage that reached parity with the traffic that we drove to the online page.

What’s interesting about that is that the amount of money we spent in mobile to drive a parity number and page view traffic between online and mobile was 5% of what we spent online to achieve the same traffic.

The full version of this interview is available here, to eMarketer Total Access subscribers only. Every day they have access to new interviews with digital marketing leaders and trendsetting entrepreneurs.

Check out today’s other article, “Twitter Power Users Solidify Dominance.”

Sourced from eMarketer Inc. All rights reserved.


About the Automotive Digital Marketing Professional Community

The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisers, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds and content syndication services available within the ADM community.

Did you know there are now over 2,100 members on Automotive Digital Marketing Professional Community?
Have you reached out to connect with important ADM member contacts by asking them to be your Friend?

Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community?
And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.

Did you know that there are more than 750 videos on Automotive Digital Marketing Professional Community?
Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?

Did you know that there are over 500 blog posts on Automotive Digital Marketing Professional Community?
When was the last time you posted a blog entry and let important ADM industry professionals know what you are up to? Have you checked ADM for the latest articles published by writers who walk the talk? Members have created more than 500 blog posts within their ADM provided websites that feature online file storage and personalized blog hosting at no cost to ADM members.

Did you know that there are over 500 forum topics on Automotive Digital Marketing Professional Community?
Have you checked the forum lately to see what your associates, clients and colleagues are saying?
Have you posted a forum discussion to see what other professionals have to say about the topic?

There have been over 500 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.

Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community?
Have you joined any groups so that you can send messages to all other group members?

Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community?
Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.

Did you know that there are more than 500 MP3 audio files on Automotive Digital Marketing Professional Community? Have you checked out what other automotive professionals are listening to?
Did you know that many of these MP3 files are automotive marketing and Internet sales best practice Podcasts, and examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?

If you are interested in visiting and perhaps joining the Automotive Digital Marketing Professional Community, go to:

ADM was created to serve as a resource for Automotive Internet Sales and Marketing Professionals working in the digital and interactive media space for dealers with automotive franchises, car companies and the associated suppliers and technology providers serving the auto industry. Both OEM and Dealer associates are among ADM's most prolific members.

To learn more about the Automotive Social Marketing and Reputation Management Solutions from Ralph Paglia and the ADP Digital Marketing Team, please copy and paste this sentence into the text box at the bottom of your completed online form available by clicking on the image below:

Views: 68

Tags: Mobile Marketing Campaigns, What is the Cost, Where is the ROI


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service