4 of the Biggest Mobile Marketing Mistakes to Avoid - Don’t Let These Potential Pitfalls Trip You Up
Users spend more than five
hours a day on their smartphones, and mobile devices account for more than half
of all online traffic in the U.S. These statistics provide both amazing
opportunities for small businesses to reach new and existing audiences and the
potential for mobile mistakes. Fortunately, App Samurai has put together a list
of the four
biggest mobile marketing mistakes that integrated marketers often make, and how to avoid them.
Marketing requires planning.
Without planning, all marketing efforts are essentially a stab in the dark, and
success is a matter of chance. Instead, a marketing plan is critical to mobile accomplishments.
Before embarking on a new marketing campaign, thoughtfully consider a strategy that looks at supporting
your larger brand goals and objectives, establish an outline of what a
successful mobile campaign looks like, and set measurable goals that you can
Failing to Recognize Your Target Audiences
Another mistake that mobile
marketers sometimes make is not categorizing their audience. The variable will
differ for each small business by whether they are a current target or a
potential one, age, interests, income, and likely behaviors that open them up
for engagement with your organization. Understanding your audience and where
they spend their time on their devices will help you select the best mobile
channel for delivering your message: SMS, email, social media. The right
message on the right channel at the right time is good—but when sent to the
right audience, you have a much better chance of converting a target into a
Not Optimizing Your Message
Once you’ve strategized
and identified your audience, it’s time to optimize your messaging. Your
communications to the audience should be clear and easy to understand. Consider
an experience that could separate you from your competitors. Make an attractive
offer and invite your audience to take an action.
Marketing Without a Plan for Retaining Users
So, what happens after you
get someone to click on your mobile ad or visit your landing page? Research
shows that without ongoing engagement that leads will be lost. It’s critical
that your organization have a plan for building a strong relationship with the
target audience beyond driving traffic. Reflect on the ways in which you can
create value for users and generate ongoing interest.
A mobile marketing plan is
made up of a lot of moving parts. Integrated marketers who want to cultivate
success will avoid common mobile marketing mistakes and instead pursue a more purposeful
approach to campaigns. Start with a well-constructed strategy with clear objectives
that will help you identify and segment your target audience in ways that will
allow you to effectively reach them. Once you’ve laid the groundwork, optimize
your message for the best response, and plan in advance for how you will retain
your audience once they’ve responded to your initial calls to action.
Continuous engagement will help you build a long-term relationship for ongoing