Mobile Marketing Mistakes to Avoid
Mobile is the go-to gadget that consumers use to find information, compare products, search for feedback, and make a purchase. More people are using their smartphones to search and connect with the world. It plays a big part in a consumer’s lifestyle and is continuously rising along with mobile marketing.
For businesses, mobile marketing is now an important tool and a necessity.
When done effectively, mobile marketing helps boost your business presence and increase the size of your market.
Whether you’re a new business owner or an experienced entrepreneur, make sure you avoid these common mobile marketing mistakes that can hurt your business.
1.Failure to Segment the Market
Similar with any marketing strategy, you have to put a lot of thought on your target market. Sending mass messages will only be effective to a small percentage of your target market.
It is important to understand the needs of your consumers to create marketing messages effectively. Use your market information, such as demographics and transaction history, to reach your market and create and effective campaign.
2.Failure to Take “Showrooming” into Account
When customers tend to browse your products but start looking for other deals, compare prices and buy elsewhere, it’s what is known as showrooming. Even big retailers like Walmart experience it, and it is a concern of most retail stores.
You can tackle this by creating effective in-store digital retail experiences like – offering competitive pricing, asking people to check-in at your store to activate their discount, etc.
3.Failure to Optimize Content
Even if your website looks great on your laptop, PC or iPhone does not mean that it will look the same on every tablet or smartphones out there. Duplicating content to have a mobile version of your site is also not a good SEO strategy.
Avoid the one-size fit all approach. The solution here is to have a responsive design that will automatically scale to screen.
Your mobile content must be streamlined. Information about your products or services can be presented in snippets since it is more useful for someone who is out and about. Those links and search bars are not good ideas. If you have to include a video, make sure that it will load quickly on any mobile device.
4.Failure to Think Local
Most smartphone users use their devices for location-related searches. Learning to utilize location-based marketing can bring wonders to your business. It lets you connect to your customers even more.
You can try sending discounts and offers to people who are near your stores or points for check-ins. You can also structure your marketing campaigns and optimize it for local search terms.
5.Failure to Have a User-Friendly Opt-In
Those QR codes, long scrolls, pop-ups and close button that you can’t find tend to disrupt the entire process of your marketing campaign. It prevents the customer from connecting with your business. Also remember that not everyone has a QR scanner on their phones.
Make your opt-in process easy and simple. When customers sign-up or place items in the cart, they don’t want to have to scroll too long or minimize a button. Also, don’t ask them to download a QR scanner. Just make your mobile site as easy as 1-2-3.
6.Failure to Have a Call to Action
Customers expect you to tell them what to do next. Without a call to action, your marketing content is meaningless.
Always have a brief, specific and strong call to action. But make it big, bold and obvious. This gives customers idea on what to expect and what they will get. For instance, you want to lead them into your store, tell them to “Click to find the store nearest you.”
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