Fall 2011 Newsletter

Opportunity Calls: How to Effectively Capture Mobile Marketing Conversions

By Kathleen Colan

Smartphone use is exploding, providing new opportunities for marketers to connect and engage with target audiences.

According to ComScore, 69.5 million Americans owned a smartphone as of Dec. 31, 2010—up 13% from the three months prior. Of those users, 68.8% used their devices to send texts, 38.4% accessed the Internet via their smartphones, and 36.6% used mobile applications on them.

Moreover, more than one-half (55%) of US consumers who purchased a new handset in the three-month period ended May 2011 bought a smartphone instead of a feature phone, up from the 34% who did so during the same period a year earlier, according to Nielsen.

And according to Prosper Mobile Insights, some 53% of smartphone owners say they use all of the functions of their smartphone, so much so that “it’s their life.”

Tose mobile adoption and use rates open the door for marketers to reach targeted audiences in a variety of new ways, including branded apps, online coupons, quick response (QR) codes, text messages, advertising, locationbased services, and mobile websites.

But how can marketers optimize their mobile marketing campaigns, and track and record mobile conversions?

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