Source: Mobile report 2017-7-26 13:38
The Good, Bad and Ugly of Mobile Marketing Tactics
Hello, fellow mobile marketers! There’s good news and bad news for you. The good news: According to a report by CNN mobile usage has overtaken PC and laptops, and a huge majority of users are accessing the internet via their handheld devices. In fact, a survey by the Small Business Mobile reports that more than 84% business reported a boost in sales as a result of mobile marketing.
Well, the bad news is that more and more mobile marketing initiatives are earning a bad rapport with the customers and failing dismally. While, it’s ok to make the occasional mistake, committing a major faux pas can leave a bad impression on your end customers, making your brand lose its image and reputation.
Here are the common ways in which marketers have misused mobile marketing strategies and how to avoid them.
1. Too Much Targeting
This is the most common and often costly mistake made by marketers. Mobile devices have the potential to track and collect a vast range of non-personally identifiable information. This information is useful in sending targeted and personalized messages to the consumer. For instance, the geographic location is helpful in providing the user with customized dining places.
The question here: How much is too much? With the ease and convenience of collecting and tracking data, mobile marketers often go overboard. While it’s true that it’s exciting to come up with new ways to efficiently use personalized marketing, doing so without thinking and proceeding cautiously is a huge mistake.
Instead, of trying to do a full-blown out individualized marketing, go for what experts call as “Just Enough Targeting.” Use the data you collect, to tailor your marketing campaigns to suit a group of customers who have similar preferences. For example, you can create lists of people who own an iPhone or include all those who are searching for a product within five miles of your brick and mortar store.
Also, remember that too much personalization isn’t that much cost-effective. As you spend more time and money, customizing that message to suit every one of your customers, you end up losing returns and investments in the long run.
2. Not Taking Privacy Concerns Seriously
In the era of desktops and laptops, an entire family of three to five members used the same device. It was a shared resource, and the concept of privacy wasn’t much of an issue. On the contrary, mobiles are highly personal devices, and every single user has a separate device. Today’s consumers are highly concerned about their personal privacy.
Ensure that each and every mobile marketing strategy you employ follows best practices and industry regulations for collecting, storing and using users’ personal information. Always make it a point to get the approval of your customers, before collecting any personal information. Make sure to specify your privacy policies prominently on your site or mobile app.
If you aren’t sure of the industry guidelines, check out this list of best practices from Mobile Marketing Association.
3. Mistaking Spam for Marketing
There is no distinct separation between spam and mobile marketing text messages. While it’s difficult to define, you can be sure that your customers will spot spam from a mile away. Just look through your mobile inbox to get an idea.
Anything that feels like a blatant promotion of a brand without delivering any relevant or real value to the end user is certainly spam. You can be 100% sure that these messages are going to be swiped or deleted without an afterthought. In fact, most users claim that just by looking at the header of a text message, they can identify whether it’s spam or not.
Double check any message you send to your customer list. If it feels like a sales pitch, then do not send and consider starting once again from scratch.
Another important point you have to note here is that your message may be valid and offer value to the end user, but if it isn’t responsive or difficult to read, then you can be sure that it’s gonna be considered as spam. Don’t bother sending it. Always, make sure that your messages are fully responsive and look elegant on screens of all sizes.
4. Failing to consider Mobile Limitations
Remember that not all your users are on an unlimited data plan. In fact, a vast majority of your target audience has to deal with bandwidth constraints and data caps. Viewing messages with embedded videos, gifs, flash, large photos are going to cost the end user, “money.” Most users are going to be wary of clicking messages with multi-media. While it’s true that multimedia messages are more widely received, you must know where to draw the line. Don’t make use of videos just for the sake of doing so. Remember, that ultimately all your mobile marketing strategies have to provide value to the end user to be effective.
Another factor to consider is the capability of the end user’s Smartphone. Not all users have the latest Smartphones with lightning-fast processors. Loading your mobile marketing messages with huge multimedia files is sure to slow down the phones of the end user. You can be pretty sure that they are not going to thank you for that.
Both these concerns don’t matter much on a laptop or a desktop connected to the home Wi-Fi. But, they play a crucial role in mobile marketing. If you cross the line even a wee bit, you can be sure to find yourself blocked. So, it’s always worth the time and effort to place yourself in the shoes of the receiver, before sending any message.
5. Wrong Usage of QR codes
QR codes are one of the biggest marketing fails for several brands. The working of QR codes is as follows: it’s printed in brochures, flyers or print advertisements. The user scans these codes to access the deal.
Most marketers make the following mistake: the QR code landing on a page that offers no value to the end user like the home page. Instead, ensure that the landing page takes the user directly to the advertised deal or discount.
The bottom line when using QR codes is that it should provide a tangible benefit to the user.
There is no room for trial and errors in Mobile Marketing
Mobile Marketing is not something where you can experiment without incurring any costs. Never make the mistake of spamming your customers, even by accident. If you aren’t sure where to draw the line, hire an expert who knows the nuances.
If your marketing tactics make your clients lose money, time and patience, then you are sure to find yourself on the wrong side of ad blockers. Avoid these major mistakes at all costs to make your digital marketing a huge success that increases your ROI.