Mobile has become the one device consumers cannot do without. Whether we like it or not, our day to day lives are largely run through this one device – working, socialising, gaming and shopping – we are inseparable. It is therefore unsurprising that purchases made through smartphones are on the rise. In fact, a consumer spends about 2.42 hours a day on their smartphone, interacting with it approximately 2,617 times in one single day.

Mobile devices have opened the door for an unprecedented level of access to the always connected consumer. This gives brands the opportunity to constantly engage with their target audience on a round-the-clock basis. Despite this, some marketers are still struggling to connect with this captive audience as they are failing to grasp the key mobile metrics that matter and which should be informing their integrated marketing strategies.

As consumer attention spans dwindle with constant bombardment from portable devices, brands are struggling to be heard. Fuelled by unbridled access to information consumers’ hearts, minds and ultimately wallets are won or lost for marketers in ‘micro moments’ – intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey.

It’s easy to believe that no one is every truly offline anymore, but today’s hyper-connected consumers are no longer considered online either – but are instead constantly in flux. This state of being comes from multifunctional commutes to work – as we sort emails, begin our work day, browse for our next holiday, or catch up on the news – all from the train journey as we travel in to the office. Although the interaction may now be more fragmented, the always connected consumer also provides huge engagement opportunities for marketers.

Before examining outward metrics on individual campaign performance, it’s important for marketing leaders to make an internal assessment of how integrated their mobile marketing practices sit within the over marketing strategy. For many organisations, mobile still sits separately from other channels i.e. email, social. Consumers today do not think in channels, they are becoming channel-agnostic and expect a consistent experience across every possible touchpoint and interaction moment, it is therefore imperative that any mobile marketing strategy is fully integrated within the overall marketing mix.

Consumers make purchase decisions based on where they are standing, who they are talking to, what’s just been on the television, or the newspaper story that has encouraged their lifestyle goals. With an average eight-second attention span, the challenge is to strike in the right place, at the right time – quickly, boldly and in a memorable way. There are four key metrics that should be priorities to assess campaign success: real-time engagement, conversion rates, behavioural data and service level.

1. Real-Time Engagement

Today’s hyper-connected consumer crave personal interactions with brands and therefore mobile marketers need to engage with optimum relevancy in real-time. Real-time engagement is what marketing is all about – increasing communication with potential and existing customers, building trust and forging commitment. With 5G services set to be widely available soon, brands need to be prepared to meet online customers where and when they want to engage with live content: across multiple devices. Brands that prioritise real-time engagement will see huge peaks in marketing performance.

2. Conversion

Too many marketers focus on site traffic when the true metric they should be looking at is conversion and how many of these visitors are adding to the brand’s bottom line. Basket abandonment is a new age epidemic in the world of e-commerce and marketers need to create a retention strategy to re-engage distracted shoppers. Understanding the behaviour behind basket abandonment allows marketers to create an intelligent reminder system that could personalise offers and reclaim the sale. Perhaps this could mean a nudge via a different channel next time a consumer comes back online.

3. Behavioural Data

Brands have the capacity to collect insights on how their key demographics will behave in future e-commerce scenarios due to individual behavioural data provided by mobile marketing metrics. Mobile marketers need to make sure they are collecting the right data – and using it smartly. Brands can build a single customer view by collecting data at the various junctures of the customer journey and merging it to create a 360-degree profile of every consumer. Marketers need to understand the data, listen, act, and analyse to build marketing initiatives that consumers love to experience. A Consumer-First approach is needed.

4. Service Level

When it comes to the impact of metrics on a business’ ability to improve its level of service, mobile marketing is the best channel to increase perceived service value. The main reasoning behind this is an added ability to reach aftercare excellence and the ensuing opportunity to strengthen brand loyalty. The same can be said of the other benefits of an increased service value off the back of relevant data provision. The intelligence gained from mobile marketing metrics can assist in reaching aftercare excellence, optimum purchase assistance to deflect basket abandonment, and supplying the right kind of reminders to engage with today’s entitled customer demographic.

Right Place, Right Time, Right Message

The short and the long of this is to communicate only when absolutely appropriate, or risk becoming irrelevant. Blindly saturating your key consumer could even damage your customer relationships, not to mention the effectiveness of the practice as a whole. In order to achieve optimum success in this area, marketers need to heed lessons from the past rather than emulating it. The best way to do this is to implement discipline in mobile marketing, striking while the iron is hot but essentially with the right content.