As we have covered topics about natural
search, paid search and online display advertisement, it would be interesting
to explore a bit about the performance of each channel. Here I would like to
share some insightful metrics from Marin Software indicating the effectiveness
of each channel.
In its Q4 2014 Benchmark Report, Marin Software, an online advertising company that is managing $6 billion in annualized ad spending across the web and mobile devices, looked at performance by device across social, display and search campaigns running through its platform. Overall, desktops lost 6.3 percent of click share, primarily to smart phones, which grew by 4.8 percent.
Obviously, the noticeable trend here is that advertisement engagement rates on mobile devices outperform desktop on all three platforms as search remains a dominant position over other platforms.
However,
when it comes to conversion rates, things become a little dramatic. Conversion
rates continue to be far lower on mobile devices compared to desktop and
tablets.
From my
point of view, lower conversion rates on mobile devices, especially in terms of
online search, are mainly driven by the habit of consumer when they use online search.
First, people tend to search on mobile devices when they need to explore a
concept, find a place, check item availability or just quickly grab some
information. Their intentions are not directly related to purchase. But people will
absolutely be influenced by advertisements through such search experience. It
just the matter of how we should measure this kind of hidden impact while conversion
rate did a poor job so far. Secondly, only those “quick tasks” seem to be
reasonable handled through our mobile phones. This means the period of time
that consumers spent on each mobile search might be too short to actually
stimulate a purchase.
Marin
Software conducts 57% of its campaigns on Facebook with more than 60% of clicks
come from mobile devices. However, only 34% of conversions happened on mobile.
Cost-per-click
(CPC) mirrors conversion performance. CPCs are highest on desktop on search,
social and display, and overall, CPCs are higher on search, followed by display
and social.
As
consumers continue to spend more time on their mobile devices, it seems quite
necessary for companies and marketers to figure out a better way that brings
more sales on mobile devices. It is also interesting for us to keep an eye on
this trend.
Data and graphs cited from: http://www.marinsoftware.com/data-integration/channel-connect
No comments:
Post a Comment