How Marketers Are Measuring Their Mobile Efforts

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. (more…)