This afternoon’s panel was moderated by Melanie White, Special Projects Editor, ClickZ, and featured Adam Singer, Product Marketing Manager, Google Analytics, Diran Hafiz, Director of Mobile, Comscore, and Jonathan Allen, Director, Search Engine Watch.

The panel started off with an announcement of a mobile marketing report released by ClickZ and the Google Analytics team detailing the future of mobile marketing and measurement.

The panel discussed how, even though the use of mobile devices has become extremely popular in the last few years, only recently has the marketing value of mobile begun to be realized. As a result, they expect mobile marketing budgets to increase. Mr. Singer stressed the value of utilizing mobile analytics to win support for larger mobile budgets.

The panel stressed the importance of considering how people use mobile devices. Just because a device is mobile does not necessarily mean that the user is “mobile”. Mr. Allen stated that “There isn’t a ‘mobile’ user any more. Users just move from device to device to device.” Mr. Singer talked made the point that mobile conversions are different from web conversions. A mobile conversion might be a click-to-call, opt-in for an email newsletter, or just take the form of general engagement. He also stated that nearly 1 our of 5 of all marketers market a non-mobile experience to mobile users, meaning that mobile users might be directed to a landing page designed for a desktop computer, which results in an unsatisfying user experience.

A popular question from the audience was whether to have an app or a mobile version of a website. The panel agreed that each can be valuable, although each has worth in it’s own right, and that the needs of the user should guide the decision-making process. Mr. Hafiz stated that studies have shown that a lot of users on tablet devices use the tablet’s browser to make purchases (as opposed to apps), and suggested that a balance be found between apps and mobile websites. Mr. Singer mentioned that app engagement is important, and stated that, once a user has downloaded your app, “if they’ve used it (only) once you’ve failed; you should not have an app.”