The Full Value of Mobile

Customers’ constant connectivity through mobile has created new paths to purchase that start on their smartphones. As a marketer, it is key that you account for all these new types of conversion and understand the return on investment you’re getting from your mobile efforts. That’s why we have created the Full Value of Mobile Calculator tool and resources, to help you assign value to all mobile conversions.

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  • Case Study

    Progrexion Uses Google Mobile Ads and Click to Call to Gain Larger Piece of Mobile Pie

    For eight years, Progrexion has worked with digital media marketing firm WebMetro to refine, execute and measure the effectiveness of its digital marketing strategies. With over half of the U.S. population using smartphones, the duo recognized an opportunity and added mobile marketing to the traditional desktop mix. By deploying Google Mobile Ads, rethinking conversion metrics for each step of the funnel and using insights to cater to customer needs, mobile sales grew 221% year over year in Q1 2013. Learn how a strong commitment to mobile marketing helped Progrexion and WebMetro better target the multi-device world.

  • Case Study

    Understanding the Full Value of Mobile: adidas Drives In-Store Traffic with Mobile

    Being locally relevant is key for any brick and mortar business, and adidas worked with its agency iProspect to leverage mobile"s power to reach local customers. They recognized that in order to build an effective mobile presence, they had to pivot their thinking to understand how mobile drives value beyond mobile commerce, particularly in-store sales. This enabled them to prove that mobile created a 680% incremental increase in ROI.

  • Case Study

    ProTrainings Masters Cross-Device Model, Attributes 12% of Total Sales to Mobile

    We live in a constantly connected world and understanding user behavior across devices can be challenging. ProTrainings devised a smart yet simple cross-device attribution strategy. It helped them to understand the user's journey across devices and attribute it to the right channel.The company was thus able to attribute 12% of total sales to mobile.

  • Case Study

    Home Depot Bridges the Gap between In-Store and Mobile Experience

    The Home Depot was an early innovator in the mobile space and saw the need to capitalize on the fast-growing mobile market opportunity. Their first mobile site was launched in May 2010 and has continually improved over the last two years. To stay ahead of the curve, the company launched a significant mobile redesign, adding user localization which allows users to access real-time inventory, pricing and aisle location for any given store, and more. The Home Depot's cost per macro-conversion has decreased by 75% since the mobile site launched, and between 2011 and 2012, visits originating from a mobile device tripled.

  • Case Study

    RadioShack Converts 40% to 60% of Mobile Store-Locator Clicks into Store Visits

    Through its vast network of more than 5,500 U.S. locations, RadioShack offers what today"s consumers need to keep their connected lives running smoothly. The company collaborated with its agency, Mindshare, to build a mobile marketing strategy and highlight multiple features for mobile users. The mobile site is streamlined to allow consumers to quickly reach the right product or service. RadioShack added a mobile, touch-optimized store locator with click-to-call and GPS functionality. When RadioShack tallied the results, they found that the average order value for mobile customers was 30% higher, while cost per conversion on mobile has decreased 5%.

  • Research Study

    Mobile Search Moments Study

    As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of "mobile conversions" that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with Nielsen, Google analysed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive.

  • Article

    The Full Value of Mobile in Financial Services

    With over a third of customers at major US banks now regularly using mobile banking, it's imperative that marketers realize the full value of this fast-evolving channel. We asked experts from Citi, JP Morgan Chase, H&R Block and CareOne (a market leading debt service provider) to share their insights about best practices. Whether it's customer-centric products, growing acquisitions, or providing seamless access to information, this is how they see the future of mobile developing in the financial services industry.

  • Webinar

    The Full Value of Mobile

    With mobile, we are no longer seeing consumers taking linear shopping paths that begin and end on the same device: while many users start their journey on mobile and complete purchases on the phone, many also start on mobile and end up buying in-store or on different devices. As a marketer, it is crucial that you start measuring and assigning value to all mobile conversions so you fully understand how mobile impacts your business. In this Webinar, we highlight the full range of conversions that mobile can drive and ways in which you can measure them.