While only 31% of marketers and agencies ran campaigns or promotions directed at mobile users last year, a slight majority 52% plan to run campaigns specific to mobile users this year, according to the latest edition of Chief Marketer’s Annual Mobile Marketing Survey. While it appears that respondents are putting a wider array of mobile tactics to use, only a couple of metrics are being commonly used to gauge the impact of mobile marketing efforts.
Not surprisingly, most respondents are measuring click throughs (58%) – although that’s the only metric being used by a majority. The next-most commonly used metrics are traffic-based: mobile site traffic (43%) and traffic pass-through to main website (37%). Read the rest at MarketingCharts.