Although quite a few marketers have not latched on to the idea that the world is going mobile, Google knows it for sure. That is why the company has relentlessly been trying to push marketers toward campaigns set for mobile platforms. Evidence of Google’s huge push toward mobile these days is shown through things like the new Enhanced Campaigns that the company recently created. The focus of this feature from Google was to get more marketers to adopt mobile into their campaigns. The company sees the future of marketing becoming driven by the mobile device, and for that reason, Google wants to be sure that those who advertise with the company know what they can gain from making the decision to use mobile marketing platforms.
In fact, Google has even created an entire website, “How to Go Mo,” based on telling marketers what advantages they may be able to see upon choosing to adopt mobile into their advertising campaigns. Just recently, Google added to the site something called “The Full Value of Mobile.” It essentially appears as a wheel, sporting all of the famous Google colors of course. On it are five tabs; Calls, Apps, Cross-Device, Mobile Site, and In-Store. Each tab provides a short video explaining how each aspect of mobile can be of benefit to you. But, that is not the most useful aspect of “The Full Value of Mobile.”
ROI Calculator
This feature is what is most exciting about the “Full Value of Mobile” initiative. Here is how Google explains the function of the calculator in their announcement:
The Full Value of Mobile Calculator provides simple equations and benchmarks to help you estimate of the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device. In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. You’ll also see how cost-effective your mobile CPAs are.
Google created this calculator for marketers, with the hopes that it will help them to start looking into mobile’s impact a bit more deeply. Having an idea or estimate on how mobile can be successful will hopefully help marketers to begin considering what they might be able to do on mobile devices. So many marketers are stuck in the world of the PC, missing out on quite an opportunity that mobile marketing presents. After all, mobile devices are changing consumer behavior significantly, and when consumers change, marketing strategies must as well. Google writes, “In other words, rethinking conversion paths is not only key to unlocking the full value of mobile, but also to unlocking the full value of digital.”
