The rise of mobile marketing and how database software can help quantify effectiveness

Posted by Justin Hesser on June 19, 2012

In today’s world of mobile media and social networking, if companies aren’t using these avenues as a means of advertisement and marketing they may not be able to reach key demographics that could help propel their business. But, oftentimes, companies are not aware of how to properly measure the usefulness of their campaigns despite how critical these platforms may be. This conundrum can be solved with the use of a custom database software to help store key analytics about the use of these burgeoning media sources.

In fact, according to a survey by Prosper Mobile Insights, 74 percent of mobile users say they pay full attention to mobile ads while browsing the internet. Also, 35 percent of respondents say they do this on a regular basis and 38 percent on an occasional basis..

Furthermore, 59 percent of smartphone and tablet users surveyed say they regularly pay full attention to advertisements while visiting top social media websites, which has come into its own as far as digital marketing and advertising goes.

“Social media continues to emerge as an important marketing channel and major brand marketers are devoting more time and attention to understanding its impact on consumers,” said Andrew Lipsman, the VP of industry analysis at comScore, a digital analytics company. “While marketers understand the importance of a channel that now accounts for one 1 in every 7 minutes spent online, many are challenged to quantify its effectiveness.”

By consulting a FileMaker developer to create a custom database software that can hold the necessary analytics and tracking numbers of social media and mobile marketing, companies can quantify the effectiveness of their advertising campaigns. These numbers can help them push the strategies that created a positive reaction and scale back ones that may have left consumers less responsive.