Organizing and launching a mobile marketing strategy really is not that hard. In fact, it can be extremely easy. However, sometimes marketers run into problems while managing their campaign, or simply do not understand how to properly and fully utilize mobile marketing. Either way, we’re here to help!
The first thing you want to be aware of is that the modern day consumer is extremely impatient. They are hyper-connected toeverything and their smartphones have virtually become electronic extenstions of themselves. These consumers are evolving quickly too, becoming smarter and more efficient with their technologies over time, so you need to be able to evolve with them or risk losing them to someone else who is adapting to their wants and needs.
Here we’ve compiled a list of things marketers are doing wrong, and how YOU can avoid them.
Do NOT Forget to Emphasize the Uniqueness of the Medium
Although you may think they are alike, mobile and traditional web are not the same! Traditional web is inactivewhile mobile web is active. This means that you should be focused on creating an experience that is unique to those who are actively on-the-go, not people who are just sitting on their desktops at home. That’s what your desktop site is for. Make sure to create content for your mobile site that the average on-the-go smartphone owner would be able to appreciate and use.
The important thing to remember is that mobile is an events-driven interface. Its constant connectivity, location awareness, personalization, and social connection add oomph to consumer and brand interactions.
Your Connected Consumers Are NOT Stationary
Your mobile consumers are moving targets. It says it in the name “mobile” marketing. You, as a marketer, must consider the variability of exchange. Ask yourself, “Where is the consumer right now? What is he/she interested in? How can I compel my consumers to visit my store location? What can I reward them with to increase their loyalty to my brand? What can I do to make them feel included? Can I use the medium to make them encounter my brand more efficiently? What experience can I provide to my consumers that would make them want to share it?” All of these are questions that will help you better engage your consumers. Remember, creativity and ingenuity will be rewarded far more than any content designed “by the book”.
Do NOT Ignore the Power of Contextual Relevance
One of the harder things to do in your mobile marketing campaign is staying relevant. Remember, mobile users are constantly in touch with what’s going on in and around their worlds. So you need to learn how to market in the moment. You have the power to send messages and market to your consumers in real-time, take advantage of this by sending your consumers and subscribers contextually relevant information that coincides with what is going on right now!
If you, as a marketer, learn how to deliver active, engaging, and relevant content to your consumers, the reaction and responses you get will be much greater, much richer, and your bottom line will reflect that.
Do NOT Implement a Mobile Strategy Without Direction
If you’re planning on diving into a mobile marketing campaign without any sense of direction, STOP NOW! You cannot effectively manage a mobile campaign without first implementing a set direction for your campaign and nailing down the voice in which you want to present your brand. The consumers of today are constantly overloaded and bombarded with marketing and advertising to the point that they have become numb to it. This is why you need to develop a consistent, yet unique brand and message so you stand out from the crowd. However, this can become tricky because you don’t want to overdo the creativity or you risk confusing your consumers. Sometimes simple is better, but again you don’t want to be too simple. You want to strike the perfect balance between the two so you are compelling people to like, share, and interact with your brand, while also being simple enough for consumers to enjoy and understand.
Do NOT Forget to Offer Value for Value
This is probably the biggest mistake mobile marketers make. You cannot expect people to engage in your content or walk through your doors if you are not offering them incentive to do so. Any relationship requires a mutual exchange of value or it will not work. It doesn’t matter if consumers are opting-in for brand communications via SMS, engaging with the brand through a single QR code, or simply liking a brand’s page on Facebook, you still need to deliver value in return for your customer’s and consumer’s time and information. If you don’t, we GUARANTEE you will start to lose them.
If you do not create a sense that the value you are providing is mutual, your relationship with the consumer will become one-sided and unreciprocated. This is bad news! Not only will your customers start to become discontent or even upset with your brand, but they will leave you, and permanently. Considering the intensely personal nature of smart devices and the fact that the device is virtually always within arms reach of the owner, this facet of your mobile marketing strategy becomes paramount.
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Conventional marketing rules usually state that you want to deliver the right message, to the right audience, at the right time. However, with mobile marketing this changes. You still want the right message/time/audience concept to be true, but it becomes tougher because now you are marketing to a mobile populace. This means you need to pull them in to your advertising, engage them, and adapt in order to continually be providing relevant information. Sometimes, even though you want to operate based on a set plan, you’ll have to deviate from it in order to cater to your consumers’ wants, needs, and desires. Consumers are fickle, so this should be an expectation by the time you decide to implement your mobile marketing strategy. Expect the unexpected and you will be much better off for it.
