While more marketers are executing mobile campaigns, not all are being executed effectively, leaving many mobile marketing initiatives with dismal results. While we all make mistakes here and there, a major mobile faux pas can leave quite an unfavorable impression of your brand with customers.
Here are 4 most common mistakes that marketers make while dealing with mobile marketing, and that you should avoid.
Not delivering optimized content
In a mobile campaign, providing optimized content and value to customers is essential. While this may seem obvious to most, a number of marketers have missed the mark. When executing a Black Friday/Cyber Monday email campaign in 2013, Amazon sent emails to customers that weren’t mobile friendly. It’s surprising that a company as progressive as Amazon would send an email with links to a non-mobile site when 50 percent of consumers now view emails on their phones.
If a mobile campaign has flaws from the beginning, then there’s little hope that the desired campaign objectives will make it out alive in the end. The initial planning for a mobile campaign is crucial, and success can only be achieved if we focus on the customer experience as it relates to the brand objective.
Promotion is one of the most important ingredients in the marketing mix. Time and time again, brands have plans for great mobile programs, yet they forget to answer one question: How are customers supposed to find out about how to participate in the program? Just because you’ve built it doesn’t mean they will come. Whether the aim is to drive opt-ins or app downloads, make your mobile campaigns efforts big and loud to the target audience. It’s always recommended that multiple touchpoints be leveraged to encourage participation in a mobile program, which includes website, social media, in-store signage, etc.
Not collecting e-mail addresses
Make sure you can reach out again to your most interested prospects by capturing their e-mail addresses. Simple surveys are a good way to get even more information. Ask multiple-choice questions like, “What are you interested in accomplishing on our mobile site?” or “Do you want to hear about upcoming events?” Offer a coupon or another incentive for completing the survey.
Failing to Exploit the Capabilities of the Mobile Device
The flip side of device limitations are the many things a mobile device can do that PCs can’t. The best mobile websites exploit the many things mobile devices can do. Remember what your users are holding in their hands and inculcate those features in your campaign.