Along with a Mobile Marketing Strategy come Mobile Marketing mistakes that you need to avoid to ensure the success of your campaign. Here is the list of 10 mistakes you’ll need to steer clear of.
1. Sending the wrong message
One thing you want to try to avoid is sending a message that won’t work properly for the user. Messages that are sent with a link to content that won’t display and function properly on every type of device can damage your relationship with your audience. You need to make sure whatever message you are sending is compatible with different device’s to avoid making the user frustrated and turned off.
2. Building an App without proper planning
A lot goes into building an app including time and money, so make sure you are prepared to support and promote it. With millions of apps available, a well thought out and executed marketing plan is needed. Don’t make the mistake of ignoring this crucial part of your Mobile Marketing.
3. Targeting Too Much
Although targeting is necessary in order to make sure your message is getting to the right people, too much targeting can hurt your campaign. Instead of focusing on highly individualized marketing, try to be more practical and use data that you have already collected to select your target audience.
4. Ignoring a phone call
Touchscreen devices have given us the ability to tap directly on a link and find the information we need. However you can’t forget to give your audience the chance to call you directly and find information. One-on-one communication is still a strong sales tool, so make sure you include a phone number in every email, webpage and your social media sites. This will ensure that a user will be able to immediately take action if they would like to contact your company.
5. Ignoring Privacy
Now more than ever privacy has become an issue and a main priority for mobile users, and ignoring it could destroy your campaign. Gather and use personal information by following all industry regulations and best practices. The best way to avoid violations is to use an Opt-In system.
6. Redirecting the user to a Desktop Site
The biggest issue users face when visiting a site on their mobile device is when that site is only available in a desktop version. This makes it hard for the user and can disrupt further action from being taken. Make sure you provide an easy to use mobile website that will allow users to navigate through your sites content without a problem.
7. Using too much content
The average screen size for a mobile phone is around 3.3”, which means the content displayed on a desktop isn’t appropriate for a mobile device. You need to cut down on your content and make it clear and to the point. Most users will just be skimming through content on their device, so use punchy headlines that will catch the users eye.
8. Taking a one size fits all approach
Although the iPhone is pretty popular, you can’t assume that everyone has the same type of mobile device. You need to plan for different screen sizes, browsers and platforms so your message works for your users.
9. Assuming people will comeback on their own
One of the biggest mistakes you can make in Mobile Marketing is thinking your audience will comeback without reason. It is said the 90% of the people who download your app are gone within a 6 month span. To make sure this isn’t the case, create value, keep it updated and use engagement to remind them about your app.
10. Have a purpose behind your message.
To often we see people sending out a message to their target audience and it fails to convey a purpose. For example, do no send out a QR code without a reason and without a Mobile Site. If you are using QR codes than you expect the user to scan it with their mobile device, which will then direct them to your site. If your site does not display correctly on their mobile device than there’s a great chance that they’ll be turned off and leave.