“The promise of mobile is to make people’s lives easier, not to occupy their attention.”
Sage advice from a recent Harvard Business Review article that challenges brands to think beyond the smartphone.
In fact the article contends that most brands get their digital strategy wrong, in part because they don’t reassess it often enough as the world becomes increasingly mobile.
What often ends up getting measured by default? Vanity metrics.
What should you be measuring instead?
Start with the end in mind. What is the desired outcome of your mobile strategy?
Since we know that even your best listeners (1+ hour per day), spend 90%+ of their lives away from the radio, a goal of your mobile marketing strategy should be to win their next listening occasion, which most often occurs in the car and at-work.
With this defined objective, you can segment your mobile strategy by daypart to offer relevant and compelling content that drives consumption and engagement with your brand.
The first step involves getting your programming and promotions team on the same page. If this isn’t being done at least quarterly, each new hire is a great opportunity to revisit your overall mobile goals and strategy.
From there, you can identify Key Performance Indicators (KPIs), such as email open rates, text club members that can be matched to a profile in your database and social media engagement metrics.
The exact number and metrics to include will vary, but according to the HBR article, there are a couple of important considerations.
Everyone on your team should understand how to read the data and everyone should have easy access to the data (could be as simple as sending out a weekly email). In addition you should develop a rolling average that gets tracked over time.
While digital is growing quickly, it still represents just a fraction of radio’s overall revenue. The most efficient pathway to station revenue is through consistent ratings and growth.
Ignore the hype and noise around vanity metrics and focus on the data and heavy listeners who matter most to your ratings and revenue.
To discuss the Key Performance Indicators (KPIs) that are right for your situation, send us an email or call 859-957-1581.
– Andrew Curran, President and COO