5 Common Mistakes Businesses Make In Mobile Marketing
Mobile has completely altered the consumer landscape in just a few years by becoming the main tool used to read the news, communicate, socialize, navigate and make purchases. The intimate relationship that mobile can provide between a consumer and their supplier can be a double edged sword though. It is a medium that can grant instant access and reward to a customer base while also allowing for mistakes that could greatly cost a business.
The increases in engagement between consumers and their phones provides business with a platform in which there are many rooms for mistakes in an industry where there is room for none. Here are four mobile marketing mistakes that your business might already be making:
Failing To Launch Mobile Optimization
The amount of time people spend on mobile devises versus desktops is skyrocketing. The biggest mistake businesses are making in mobile marketing is sending mobile visitors to a desktop version of their site. Too many business believe that passing off mobile versions of their sites by shrinking them down and giving them the same functionality is acceptable. If you’re not properly reaching your audience by giving them the ultimate mobile experience with your site, without a doubt they will find a competitor that will.
Marketers have to recognize that providing a mobile version of their site to an audience is a totally different ballgame. It should be embraced by business as an opportunity for the insight it could provide. When users interact on the small screen, they focus in on what they think is most important. What do most businesses fail to recognize about this phenomena? By cutting out excess content and functionalities, businesses can discover what it is that draws their audience to their site’s desktop version. Create a quality mobile experience for your customers by ensuring that your mobile website has a simple navigation structure, quick page load time, and content that is brief and to the point.
Building An App
Speaking of providing consumers with good content, it’s important to remember consumers discovered a long time ago there was already ‘an app for that’. So of course it’s only natural that despite the number of apps that are being created on a regular basis, most apps that consumers download don’t even get retained for an entire day. Most smart phone users don’t even download the apps that their favorite retailers provide. This is because they’ve spent most of their usage on sites that have become habits: Facebook, Maps, and their favorite news app.
As consumer apathy towards apps increases, businesses will continue to struggle in their effort of break into the shrine of apps that are indebted to user routine. That’s not to say that marketers should abandon the idea of creating an app completely, but they will have to think more creatively as to how they intend on engaging their consumers on mobile. At the top of any business’s mobile marketing list of priorities should be enhancing the mobile web experience by publishing an app that isn’t purely web-based. If you decide to make an app it should be able to work in a world filled with spotty internet connections and extreme time crunches. Make it easy, make it accessible, make it worth the download.
One of the more common mistakes businesses make is underestimating how important an accurate targeting strategy can be. Guaranteeing that you are targeting the correct audience becomes a must, especially when you try to turn targets into revenue. Target too wide of an audience and you could quickly hurt a campaign. Pick out a more precise one, and you’ll have an opportunity to better understand what it is an individualized market is looking for.
No one likes ads. That’s why one of Apple’s most consequential features on its newest iOS 9 includes an option that lets users block mobile adverts. Mobile ad-blocking has generated a world of controversy amongst platforms that see it as a detriment to vital advertising earnings which sustain the free content that they produce. With the fate of ad-blocker trends up in the air, it is essential for marketers to meet demands for less ads—especially ones that are obtrusive and data draining.
The preeminent shift of bringing your business to mobile should be looked at as an opportunity to reach your consumers right where they are. If you want to maintain your access to your consumers, providing them with a fluid and agreeable mobile experience is bottom line.
By: AJ Agrawal