One of the problems the social media agency will always have with clients is a demonstration of value. The easiest measure is conversions, how many times the ad served by the agency results in a sale. The ultimate problem with this metric, and there are many issues with the metric, is that people are often not making a purchase immediately upon seeing the ads. There are some intervening actions and those cause the conversion metric to fail.
One of those immediate interventions is that people use their mobile devices not as a direct response tool but instead as a storage vehicle. Nielsen has released data that shows 22% of people have made a purchase on their desktop computer after seeing an ad on their mobile device. Only 5% of respondents have actually made the purchase using the smartphone they saw the ad on. The number rises to 8% when tablet replaces smartphone.
The immediate value of mobile devices to the social media marketing agency–its geo-location ability makes target ad delivery possible—is not even appreciated by most mobile users. The age demographic supporting these ads the most is still below 50%. That approval rating drops as the age demographic climbs to those most moneyed and most desired by digital marketers.
It is possible these umbers reflect the nascent technology and are structured by poor mobile advertising. If that possibility is accurate, then we can expect to see the approvals rise as the ads improve. However, the physical limitations of mobile devices will also make them inferior to desktop computers, so the conversion rate of ads will always show a gap. The Michigan SEO company needs to remind clients of this failing and work to establish better metrics for demonstration of value.