For mobile marketing, there are many ways of measuring the efficacy of a particular program. First, the actual marketing vehicle needs to be at a place where the target audience will be captured. This will increase the chances of number of specific users exposed. The marketing vehicle needs to be at the destination at a specific time if they are trying to get a specific kind of person. For example, if the mobile marketing program came to our school and they wanted to target students who may have gone straight to college after high school who probably don't work, it may be best for the vehicle to run the program morning and afternoon versus evening. The reason being is that many students who have full time jobs attend school at night.
If the program is utilizing sign up sheets, success can be measured by the number of sign up sheets completed. If the goal is to be able to send additional information to the subscriber, a measure would be e-mails received on the sign up sheets. Success can also be measured by the amount of people who approached the vehicle or were approached by representatives because those people were still exposed to the branded message. The number of time that the person spends in the vehicle gathering information should also be timed to assess the amount of time spent viewing the branded message. If the company wants the people who subscribed to bring more people, then word of mouth could be measured based on the amount of people who approached the vehicle based on a referral of a specific person.