Monday, April 28, 2014

Top 5 Mobile Marketing Mistakes

With 58% of American adults owning a Smartphone (PewResearch Internet Project, 2014) the prospect of reaching new customers through their Smartphone is heartening. However, sometimes companies get mobile marketing wrong and mobile campaigns fail. Find below some important tips and the biggest mobile marketing mistakes you should avoid:

  1. Understanding how people really use their mobile.
According to the Harvard Business Review, mobile doesn't mean on the go at all times: “New data show that 68% of consumers' Smartphone use happens at home. And users' most common activity is not shopping or socializing but engaging in what researchers at BBDO and AOL call me time." Now, “me time” refers to activities seeking entertainment or relaxation, such as watching a funny video or even window shopping for fun. Therefore, apps don’t have one single purpose; the same app can be used for self-expression or socializing and connecting with users during “me time” is what make you able to reach shoppers through their Smartphone’s.  

  1. Overlooking a mobile-optimized web site
A common mistake is to run a mobile campaign without a mobile-optimized web site. For example, pointing users to a flash web site that isn’t optimized for mobile is a letdown for the potential clients and landing page it’s useless. Then it’s important to have in mind that sites on a desktop don’t necessary work on a Smartphone screen, and user-friendliness is the key to keep customers engaged.

  1. Tracking the results
It makes sense that if you are investing in the execution of a marketing campaign, you will be interested in measuring the results. However, many companies run a mobile strategy without considering its effectiveness. To improve the communication with customers and to create new ways of reaching them, tracking the results is a must of any mobile marketing effort.

  1. Discounts & coupons
The number of consumers who participate in mobile marketing, represent the success of your campaign. Then, you need to tell customers what’s available in the stores for them. There must be links to redeem a special offer or see related items of interest. Your clients may use of their phones as they’re in your shop to check competitor’s prices, so another tool is to activate discounts if the user checks-in at your store location,  to prevent “showrooming”: customers going elsewhere if they find better deals.

  1. Under-investing in mobile media           
Ten percent of consumer’s media time is spent on mobile. However, only 1% of all advertising money is spent on mobile. (eMarketer, 2011). You should consider elements such as your specific target market, percentage of revenue generated from mobile users, b2b & b2c trends and then make decisions towards your mobile marketing expenses.

For additional information about how can mobile marketing and mobile web optimization help your business, we invite you to visit our website and contact our mobile marketing team to get a FREE consultation.

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