When you’ve gone to the trouble and expense of creating and implementing a mobile marketing strategy, you certainly want to make sure that you have done everything right. Unfortunately, mistakes do creep in and when they do, they can ruin your campaign and prevent it from taking off. While the recent years have seen a number of 5 Brilliant Mobile Marketing Campaigns That Will Inspire You, there have also been an equal number of terrible ones. If you want to make sure that your campaign is not one of the latter, beware of making the following common mistakes.
Non-optimized mobile sites and landing pages
According to research, 46% of consumers will not return to a mobile site that is not working properly. That is a sizable chunk of the customer base and no business can afford to put them off. So if your mobile website or the landing page your direct customers to only looks like a miniature version of your desktop site or takes more than 3 seconds to load, you risk turning away a lot of people. This holds true in all cases, but even more so when you use QR codes as part of your campaign, such as this campaign by luxury shoe brand, Salvatore Ferragamo. When your customers have gone to the trouble of scanning one of your codes and land on a non-optimized page, you will have some very dissatisfied customers to deal with.
Not Measuring Impact
There are many misconceptions about mobile marketing, and one of the biggest is that its impact cannot be measured. This is simply not true: recent years have seen a number of tools and solutions being developed which help you check a number of different actions , where they are coming from and what sort of devices are being used. In fact, a lot of mobile marketing support software include a measurement tool as well. This is important, because checking this data will help you determine how your customers are engaging with your campaign and how you can tweak it to make it better.
Not Keeping it Simple
Mobile is a platform on which there is no room for complication. Space is limited, as is the user’s attention span. Any mobile marketing message that you’re sending out, therefore, needs to be short and punchy. It takes a bit of creativity and effort to find the right balance between clarity and brevity, but it’s not impossible to achieve. You should also make sure that your call-to-action is clear and to-the-point, so that your customers are not confused. In fact, getting your mobile call-to-action right is critical to the success of your campaign. Read more about that here.
Trying too much
Of course, you need to be enthusiastic and fully involved with your mobile marketing campaign if it is to be a success. However, there is a thin line between enthusiastic and over-enthusiastic and you need to tread carefully. Don’t go overboard with the frequency of your messages and you don’t need to try everything at once. For instance, if you think a QR code will work for you, go ahead. But don’t put in on flyers, posters, billboards and every magazine you can fine. Understanding your brand’s requirements and your customers’ needs is thus important: these two factors should determine how your campaign is crafted. For instance, this grocery chain in Italy teamed up with a telecom company to get people to shop while they are working. The campaign is brilliant because most busy working people dread grocery shopping and allowing them to shop while they’re at work saves valuable time.
Failing to Use Mobile’s Unique Features
Don’t treat mobile like just any other marketing platform; mobile has many features that are unique to it. People usually never leave home without their smartphones; as many as 86% of consumers use their mobile devices even while watching TV. This makes consumers accessible at all time. Mobile is also conducive to receiving messages in a variety of forms – SMS, video, audio, photograph. Leverage these aspects when creating a mobile marketing campaign. For instance, once you learn that 52% of adult mobile phone owners use their devices while in a store to get help with purchasing decisions, you can create a targeted message that will reach their phones while they are in your store. You can even use a game to deliver your marketing message and engage with consumers, like Coca-Cola did.
No opt-out option
Mobile’s great advantage – that it makes your customers available at all times – is also its great disadvantage. For customers who value their privacy, mobile marketing messages can prove to be extremely annoying. So whenever you create a mobile marketing campaign, remember to put in an ‘opt-out’ option. It is very important to respect your customers’ choices. If you don’t, you stand the risk of being seen as a spammer and this will do nothing for you or your brand’s reputation.
Neglecting to Test
Quite possibly the most embarrassing thing that could happen to any marketer is customers pointing out errors in their campaign. The same is applicable to mobile marketing. This can be avoided by simply testing the campaign on a select group of consumers or people from within the company. This stage is also important as you can gather feedback on how the campaign can be improved and made more effective.