As of Q4, 2013, more mobile smart devices are being purchased around the world than desktop and laptop computers. Surprised? Well, you shouldn't be. After all, how many times per day do you see someone pull out a pad or smartphone to while away a few minutes or to quickly check a fact? The simple truth is that the sale and use of mobile devices has absolutely skyrocketed in the past few years, and shows no sign of slowing down anytime soon. As such, marketers are making sure to take advantage of this new medium. Unfortunately, amidst all of this enthusiasm for mobile marketing, many businesses are making mistakes that could potentially end up costing them significant amounts of money and could even damage their relationships with customers. But don't worry; a smart person learns from their own mistakes, but a genius learns from everyone else’s. Here are five common mobile marketing mistakes to be familiar with, so that you won't ever have to suffer for them.
1. Not recognizing the difference between mobile and desktop
Online advertising has been around long enough for marketers to figure out what works and what doesn’t. At the same time, internet users have been around just as long, and have become adept at recognizing and ignoring conventional online sales techniques. So, simply trying to take these same strategies and make them work for mobile marketing is like fighting a losing battle right from the get-go. Cramming available space (which is often limited on smaller mobile screens) with advertisements and banners only irritates prospective customers. Instead, use the unique data-gathering features of the mobile device, and target specific demographics and individuals who might be more interested in what you have to offer.
2. Failing to optimize content
When mobile devices first hit the market, businesses found themselves rushing around trying to make sure that their sites were accessible on phones and pads. However, a site that works on a desktop doesn't always work on a screen that’s a fraction of the intended size. Still, it’s better than nothing, right? Well, that might have been true at one time, but these days, not having an optimized mobile site is just a more complex way of telling your customers that you don't know what you're doing. Instead create a separate site that has been optimized for mobile users, and your customers will appreciate the increased user-friendliness. Latency is another important factor businesses need to consider. More and more marketing campaigns require the fast speeds of flash array storage in order to keep the customer interested.
3. Leaving out a call to action
Most customers take just a bit of prodding before they willingly move in the direction you've chosen for them. Sure, you can provide a QR code or give them a link towards a special offer, but unless they know what is going to be waiting for them on the other end and what it is that they're supposed to do with it, most just aren't going to bother. This is where your call to action comes in. Tell customers that by clicking the link, they'll be able to redeem a special offer or see related items of interest. Whatever it is that you have in store for them, the important thing is that you tell them what’s coming up.
4. Becoming complacent
Once you’ve got everything the way you want it, and your mobile marketing strategy is humming along nicely, you can finally rest, right? Wrong. When it comes to marketing, there’s no such thing as “done.” Don’t rest on your laurels. Instead, be constantly looking for ways to improve your site’s usability, and be sure to keep up-to-date on current trends and new technologies. Remember, there was a time when spinning GIFs and embedded MIDI files were considered cutting edge, so don’t expect to be able to use what works today to solve your problems tomorrow.
5. Forgetting the follow up
So, you've got your entire marketing strategy down. Now, how can you be sure that it’s working? Many companies make the mistake of forgetting to track their campaigns after they institute them, which means that they have no way of determining which aspects of the campaign, and which tools involved, are successful. Following up on—and keeping track of—intelligence regarding your marketing efforts may mean the difference between connecting with your customers, and losing them.