Mobile now contributes over 40% of traffic flow, so knowing which device generated a click is essential to keeping conversions up. Campaigns that are not optimized for the device and audience compete poorly against those that are.
How much of your traffic comes from mobile?
Mobile devices now contribute over 40% of traffic flow, and 50% to 80% of all initial consumer engagement in performance marketing is taking place on a mobile device of some sort.
The voice of mobile has grown from slight to resounding. Marketers who don't or can't leverage this thriving channel will be left in the dust. In the recent past, you needed little more than a decent stream of traffic and a few good advertiser relationships to succeed. Today you also need smart, intuitive technology. Without the right tools, engaging the mobile community is a bit like trying to catch fireflies with a net.
HitPath CO-FOUNDER and CEO Sam Prokop puts it this way: knowing the device that originates your traffic is no longer optional, but essential, if you want to maintain proper conversions. HitPath has developed an intuitive tool-set and report suite to help you identify and engage with this audience, making it easier to target qualified leads.
What happens if you do not offer mobile-optimized campaigns?
Affiliates will likely switch their traffic to a network that does, and you may see it as dropping conversions and missing traffic.
As the article puts it, if you do not offer your affiliates campaigns that are optimized for mobile users, you simply are not doing your job. Top-performing networks have learned that they must adapt to maintain ROI. Advertisers and networks that aren't using mobile optimization are left wondering "Why are my conversions dropping?" and "Where is my traffic?" When you deliver thoughtful, relevant content, you engage consumers on their terms, reach the intended audience, and increase the likelihood of turning them into customers.
Why does the type of device matter?
Engagement varies by factors such as sex, age, and device type, and ABI Research found that more users shop on smartphones than on tablets, but purchases made on tablets are higher in quality.
By origin, we mean quite literally what type of device generated the click or created the action that put the visitor in your traffic. Email, display, downloads, search, and social are traffic streams you already know. If you have no clue which device is behind the click, it is difficult to deliver campaigns optimized for that audience. You end up delivering a shot in the dark against traffic that has been optimized for that device and audience.
Women, for instance, are far more likely to engage on a tablet than on a smartphone. Engagement on a smartphone seems more dependent on the location of the user at the time. Understanding your audience means knowing the device they are using.
Which HitPath tools help you optimize mobile traffic?
The HitPath Network Administration Console includes the Global Device Report to show where traffic originates, Device Targeting to route traffic to the proper device, Content Creator for mobile-optimized landing pages, and Call Serving and Ad-Ringer for pay-per-call.
As a performance marketing tracking solution provider, HitPath analyzes the data your network generates and presents tools that make you more nimble in the marketplace. The goal is to help you anticipate and react to market shifts, deliver engaging content and campaigns, and increase your overall conversion rates.
Many of the recently added tools in the Network Administration Console were born from the need to optimize mobile traffic:
- Global Device Report: shows you where your traffic originates.
- Device Targeting: makes sure traffic is routed to the proper device.
- Content Creator: builds high-converting, mobile-optimized landing pages and serves them remotely.
- Call Serving and Ad-Ringer: let you take advantage of the emerging pay-per-call market.
Technology is a necessity, and understanding how to leverage it is key.
Is mobile still growing?
Mobile growth was projected to drive record performance marketing revenues through 2013 and 2014, with retail expected to account for $25 billion of mobile commerce growth over the next 3 to 4 years.
The basic marketing logic is that if mobile devices directly affect media consumption, shopping and purchase behavior will follow. With the surge of smartphone and tablet users set to continue, and consumers' unwavering demand for apps, mobile performance marketing was expected to really take off. Mobile commerce was also growing at a phenomenal rate, with more consumers making purchases from their smartphones. Retail was projected to see the most growth.