Understanding the return on investment (ROI) of your mobile marketing is crucial. Many Australian small and medium enterprises are hesitant to fully embrace mobile, often citing concerns about cost and proving effectiveness. However, when done strategically, mobile marketing consistently delivers strong results. We see this time and time again with our clients.
The good news is, calculating mobile ROI isn’t overly complex. It’s about linking mobile activities directly to measurable business outcomes. Here are some key insights to consider:
- Attribution is key: Unlike broad advertising, mobile allows for precise attribution. Using unique promo codes in SMS campaigns, tracking clicks from mobile ads, or utilising location-based targeting and measuring in-store visits – these all help demonstrate which mobile efforts drive sales.
- Lifetime Value (LTV) boost: Mobile isn’t just about immediate purchases. It’s fantastic for building customer relationships. SMS marketing, for example, has incredibly high open rates, allowing you to nurture leads and encourage repeat business, significantly increasing customer LTV.
- Location-based marketing’s power: Australia’s high mobile penetration means location-based offers can be incredibly effective. Think of a cafe sending a lunchtime special to people nearby. The direct link between ad exposure and foot traffic makes ROI clear.
- Mobile-optimised landing pages matter: Driving traffic to a poorly designed mobile site kills conversions. Ensure your landing pages are fast-loading, easy to navigate on a smartphone, and have a clear call to action. A small investment here can dramatically improve ROI.
We often advise clients to start small, focusing on one or two mobile channels. Track everything – costs, clicks, conversions, and ultimately, revenue. A simple formula: (Revenue generated from mobile – Cost of mobile campaign) / Cost of mobile campaign x 100 = ROI percentage. Don’t forget to factor in the value of data collected for future campaigns. As mobile commerce continues to grow, and with anticipated advancements in mobile payment systems in 2026, ignoring mobile marketing means missing out on a significant opportunity to connect with your customers and grow your business.
To get started, we recommend auditing your current digital presence and identifying one mobile marketing tactic to test. A targeted SMS campaign or a Google Ads campaign focused on mobile users are excellent starting points.
