Brand Republic reports that more than 70% of businesses are not measuring mobile traffic to their sites, and half of companies don’t track unique users from mobile devices, according to a new Omniture study.
“Customer intelligence is vital in driving revenue but companies appear to be turning their backs on opportunities to better market to mobile audiences,” said Neil Weston, senior vice-president at Omniture, in the article. “This intelligence from mobile traffic can be used to optimize website content for mobile phone users and fine tune mobile marketing efforts. These activities will help to keep visitors on the site longer, which can help increase conversion rats.”
The report also pointed out how on mobile devices, online sites need to account for different screen sizes and different audio and video formats. Of course, take all of this with a grain of salt, since Omniture just happens to sell a product that helps companies measure both mobile and general online traffic called SiteCatalyst. But it’s definitely true that it’s an emerging category, and not enough businesses are doing it yet.