These days, everything goes mobile – people, businesses and even Google. The year 2013 has been called already the year of mobile majority. The number of mobile devices is increasing and so does mobile advertising. Being world’s leader in mobile advertising, Google is a long-term thinker and is currently focusing on creating a full portfolio of metrics that would measure mobile advertising success. The new Google’s service called the Full Value of Mobile is developed to help businesses to analyze their mobile marketing effectiveness, both online and offline. As we know, Google has been playing with its AdWords program earlier this year. It was simplified in order to increase mobile advertising. However, companies had troubles to see a complete picture of how their mobile efforts influence their business. That’s is why a need for the Full Value of Mobile service emerged.
For a local company, let’s say Michigan marketing agency, the launch of a new Google service predicts a brighter future. The Full Value of Mobile platform would give the opportunity to use features that Google has created outside of the AdWords service. Companies with limited financial resources for larger campaigns might benefit from Google’s mobile calculator and get a better sense of their mobile marketing effectiveness.