Some old school marketing rules apply to mobile marketing as well. Here are three of the most important ones that mobile marketers need to remember.
Mobile marketing is an exciting new space, one that marketers are eager to explore. It’s biggest attraction is that it has the immediacy and intimacy that traditional marketing lacks. It also enables brands to have a two-way direct engagement with consumers, and enables them to share information in ways that were not previously possible.
However, some of the old rules of marketing are well worth remembering even for mobile marketers . They should be treated as the plinth of which any mobile marketing strategy will be built.
The Consumer is in control
One of the first things marketers learnt in the good old days of traditional marketing is that the ‘Consumer is King’. That holds true in the age of mobile marketing as well. Mobile marketers need to stop deluding themselves that no matter what messages they send out, consumers will be ready to believe them. The truth is that the consumer is in control now – more than ever before. In the age of mobile marketing when there’s a danger of brands invading the last bastions of privacy, consumers are increasingly wary of marketing messages.
This is why it is important for mobile marketers to ensure that they are sending their mobile marketing messages to ‘opt-in’ customers only. It is also important to understand what the right time to send such a message would be. By all means do so when your customers are likely to be out shopping, but don’t when they are sure to be asleep.
You’re Building a Relationship
Building a long-lasting relationship takes time. This is something that marketers often fail to understand. They believe that by sending an endless barrage of mobile marketing messages to their customers, they will have the advantage of ‘top-of-the-mind’ recall. Wrong. It is more likely that your customers will report you for spamming or will opt-out of your campaign.
Instead, take the ‘slow and steady’ approach. Limit the number of mobile marketing messages you send out, and make sure that they all add some value to your customers. For instance, your customers don’t need to hear about your upcoming sale 20 times a day. Limit your message to once a day, and talk about what makes your sale great. This will make at least a few customers take your message seriously.
A/B Testing is important
A/B Testing is a standard marketing practice and applies as much to mobile marketing as it does to traditional marketing. By using this test, mobile marketers will be able to tell what aspect of a mobile marketing campaign makes the most impact. This will not only improve the chances of success of the campaign; it will also help with quality control. For instance before launching the final version of your brand’s mobile landing page, test out two initial versions. Take notes about which mobile calls-to-action are heeded most often and which design makes more of an impact.