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There is a prevailing misconception among mobile marketers that measuring the ROI of their activities is highly challenging. A Forrester survey revealed that 67 percent of mobile marketers either cannot or do not measure their ROI. However, the reality is exactly the opposite: Mobile is the most measurable advertising ecosystem ever created.
Sustainable business growth doesn’t come without providing value. Now more than ever, it’s crucial to build brand affinity and loyalty in a commoditized mobile world. Everyone has a smartphone, there are millions of apps in the app stores, and almost anyone can quickly and easily create an app relatively cheaply.
Photo by LendingMemo and used here via the Creative Commons license. When apps exploded into our lives almost a decade ago, and mobile marketing was in its infancy, the install was the KPI and marketers were measured by the scale of new users they delivered. However, now over 4 million apps are available, and retention rates are suffering.