Mistakes in Mobile Marketing

Mobile advertising is one of the fastest growing marketing strategies, yet despite this increase, many businesses are doing it all wrong. As more and more people adopt the mobile lifestyle, the rules of brand promotion are constantly evolving. Companies that adapt to the changes and effectively utilize the new technologies will succeed – those who can’t face the Darwinian fate of eventual extinction.   You can help keep your brand on top by avoiding these common mobile marketing mistakes:

Treating it like a Static Medium

Many marketers design their mobile sites as mere replicas of what internet users can find via their stationary computers at home or in the office. This strategy, or lack thereof, ignores the fact that mobile advertising is its own entity. Do not think of it as merely another way to access your already existing content, but instead make it an extension or an enhancement of your overall campaign.

When devising how to use this medium, keep in mind what makes mobile use unique, and then capitalize on those differences. Some things to consider are:

• It connects with on-the-go consumers.  Mobile users face even more distractions than those accessing the web in stationary locations. Ensure your message makes an impact during the fleeting time you have with a potential customer.
• Provides continuous access with smartphones, tablets and the like, people can connect with your business any time they want – provide them some incentive to do so.
• Can use knowledge of location. Keep consumers engaged by providing them with information/perks related to where they are.
• Connection to social media. With social media always accessible, you have the ability to personally connect with individuals and nurture brand loyalty.

Not Tailoring Content to a Specific Device

Not only is it important to develop a strategy specifically for a mobile audience, but you must also take into account the various ways to connect people with your business. Whether you interact through text, SMS, smartphone, or tablet you need a differentiated approach.

Mobile users become frustrated when information doesn’t translate correctly on their specific device, so ensure you optimize your campaign for every medium. Also, consider how best to utilize each technology (as each provides certain benefits). For instance, smartphone web access can serve as a great platform for customers to quickly look up product details (when doing in-store comparisons) while text messages can be a nice tool for updating them about sales or other deals.

Having an Irrelevant or Unclear Message

To make your communication relevant, you must recognize your customers as individuals with different needs. In other words, your communication must match the audience.

When pinpointing what to convey, first answer these questions about the consumers:

• Where are they?
• What are they doing?
• What do they need?
• What benefit can I offer/how can I engage them in this particular circumstance?

As mentioned, those using mobile devices are generally on-the-go. Without effectively answering the questions above, you’ll never penetrate into their busy lives and standout among all the other digital noise. Additionally, what makes mobile advertising special is that it is interactive, and when done properly, people are motivated to DO something. But for this to work, you must have a distinct call to action – make it clear what you want your visitors to do and why they should do it.

Not Making the Interaction Worth Their Time

Why should a virtual user download your app, friend you on Facebook, read your text message, scan your QR code, or visit your mobile site? What is their incentive? Unfortunately, receiving a useless app, getting a link, or seeing your gorgeous, optimized landing page isn’t enough. Remember, in some way your message is interrupting their lives, so make it worthwhile.

If the relationship remains exclusively one-sided (you getting a willing advertising subject and they get nothing), then they will eventually end the communication and may lose faith in your brand. The rewards you can offer are only limited by your ingenuity. Some examples are: coupons, videos, convenience, recipes, extra information, contests, free downloads, etc.

When consumers feel as if interacting with you offers some sort of an advantage, and is not seen as an intrusion, you know you have struck a good balance.