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16 case studies that prove ROI of mobile marketing

Business is now jumping into mobile faster than any other marketing channel. Yet, a joint study shows, even though marketers see significant opportunities, they’re frustrated about the ability to prove return on investment (ROI). Consider these statistics:

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• 96% of marketers currently use or are planning to incorporate mobile marketing into their marketing mix 85% report an intent to raise their mobile budgets in the near future 84% use mobile websites; 78% mobile search; 76% mobile apps and 75% mobile display ads 42% are concerned about having proper mobile metrics in place 42% report an ability to prove ROI Only 21% state they have been successful in mobile – a decrease from 2010

To help alleviate the frustration, here are mobile marketing case studies that prove ROI. They cover opportunities from mobile optimized websites, mobile apps, mobile search, mobile ads, MMS, SMS, QR Codes to social media . They also prove ROI is achieved more often when marketers pursue mobile with a specific business purpose rather than jumping in for the sake of being in mobile.

Here are 16 case studies that prove ROI of mobile marketing:

1. for customized snow tire offers. They increased conversion +30%

2. communications and data collection with its 150 mobile clinicians. Caritas documented how the mobile devices were able to save 19,200 hours or 98 hours per clinicians per year. Although Caritas didn’t release salaries of clinicians, if we estimated $50/hour, which would be conservative, Caritas saved $960,000. If the devices were $100 each for 150 clinicians at $15,000, which would also be conservative, the ROI would be 64-to-1.

3. sales . The SMS campaign offering mobile coupons. It increased store traffic +21%.

4. mobile website with one purpose, to get mobile phone users to “click-to-call” for more information. Their

“click-to-call” button goes to a live sales person within seconds. Once a call is made, their close rate goes up exponentially . ROI for the mobile website was 30-to-1.

5. revenue through a holiday promotion. They sold HD related merchandise through a Route 66’s mobile

club . Communications of the 12 Days of Christmas campaign were promoted through a mobile social media campaign . Sales increased 250% on helmets; 16% on leather jackets and there were significant increases in holiday dealer traffic which was also an objective.

6. app and ultimately use it to book room nights. To acquire new users of its app (available in the App Store and Google Play), Hotel Tonight used Facebook’granular targeting and two key products: the mobile app install ad and Facebook Offers. For three months between October 2012 and HotelTonight ran app install ads that: 1) Drove people to the App Store, 2) Targeted people based on demographic information and likes and

interests uch as “travelers,” “parents” and “golf” and 3) placed on mobile news feeds targeted to

iOS users. Hotel Tonight receive 10X higher click-to-install rate from the mobile app install ads and 80% higher return on ad spend from Facebook Offers than average mobile advertising spend

7. their condition. The index helped them know when to seek professional care and allowed their medical

professional assess to the severity of their patient’s condition. Janssen also opened a Facebook page, which they moderated for regulatory reasons, to let patients tell personal stories and had over 30,000 posts and comments . According to Janssen, the investment in the mobile app overachieved ROI but more important delivered the right therapy to the right patient at crucial times.

8. McDonald’s. 2/3′s of its restaurants close at 11pm. McDonald’s employed location-based technology and geo-targeted above-the-line messaging, to avoid sending potential customers to a locked door. The app was downloaded 1,300,000 times over the course of the campaign, and when the sales uplift was calculated, the campaign delivered an ROI of 2:1.

9. conversion rates to coupons and offers. Mobile coupon redemption outnumber online coupon redemption by 5 to 1 more than paying back the cost of the website and ad campaign.

10. devices had a user experience tailored to each device. By the end of the first week after going live, the site accounted for 10 per cent of all online orders increasing at a rate 60 per cent each week.

11. and track their mobile performance separately from their desktop AdWords campaigns. They also focused on Google’s click-to-call phone numbers in local ads on mobile devices and hyperlocal advertising, They achieved an astounding 8-to-1 ROI by focusing solely on mobile advertising.

12. ‐based travel and entertainment booking website

didn’t stay long. They created mobile versions of the: 1) Homepage, 2) Category pages and 3) Hotel room

search tool with special functionality to improve the mobile customer experience. An improved mobile

experience resulted: 1) 22% lower bounce rate 2) 16% more page views and 4% higher conversion rate.

13. a smartphone, via sharing on Facebook. If one of those Facebook friends brought a Verizon mobile, the

original customer would get a free smartphone. A pretty nifty promotion that generated $35,000 in additional revenue during the week of the promotion, with a mere $1,000 investment. The promotion generated a 200% in smartphone sales, a staggering figure that can be attributed to a QR Code.

14. (STIs), increase awareness of STI incidents and remove false perceptions about testing. Text the keyword

PEEINACUP to the short code 82442 or go to www.peeinacupwinnipeg. ca for clinic locations and a chance to win $1,000. Over the course of the four-week campaign, more than 10,000 people visited the Web site and 825 people entered the contest, which is 1. 2 percent of the total target population in Winnipeg.

15. . Among its popular social game titles is Diamond

Dash , a colorful jewel blitz game that challenges players to match three or more of the same colored gems in under 60 seconds. Wooga ran sponsored stories in Facebook mobile news feeds that displayed when one of their friends had played Diamond Dash for at least four minutes or twice during the previous month. This campaign strategy generated great success for Wooga, from increasing installs by over 25% to lowering the cost-per-install by 10%

16. ‐use customers who spend $50+/month for each

of their restaurant locations. They also had a loyalty program, zTribe, to identify regular customer and reward them with sweepstakes, cash prizes and inform them of new product. zPizza decided to use SMS messaging to improve registration and timeliness of the zTribe rewards and product information. The result was a 5% improvement in registration and a +106% in conversion for program participation.