8 Mobile Marketing Pitfalls to Avoid

By: Rabia Parker

Mobile Marketing has continually proven to offer firms wishing to stay relevant the promise of increase their profits, customer base and efficiency. The use of mobile phones has increased exponentially in recent years, which has allowed for the growth of the mobile marketing niche.

Many consumers carry their phone on them constantly and check it and react instantly when a new message is received. Mobile marketing plays to this behaviour and has its perks but can be detrimental to your company if not utilised correctly.

Common mistakes in mobile marketing

The problems include promoting effectively, using your resources efficiently and focusing on customer security. The common mistakes and how to combat them when running these campaigns will be discussed in more detail below.

1. Drive relevant call to action

Always include the appropriate content for the specific campaign. If you do not, this leads to confusion about what the consumer should do once they have received the message. It may cause consumers to ignore the current message as well as future communication from the company due to unreliability. A few examples of what would be appropriate to include are direct links to a specific webpage, a number to call or a reply option.

2. Test your campaigns first

The firm must remember to test the message before sending it to the customer. One can then check for any errors and ambiguity in the message.

3. Customise your messaging

Direct your message towards a specific target market and allow users to unsubscribe from the campaign. Not doing so will cause your message to be less effective and you will waste your resources. Do not allow it to become a waste of time and space to the customer and refrain from sending too many messages at once as this causes the message to lose its impact.

4. Segment your database

Remember to not treat all your customers the same and segment them into different categories. The firm should use a practical solution called ‘Just Enough Targeting’, coined by John Arnold in his article on Mobile Marketing Mistakes. He explains that this can be used by collecting data from your other campaigns and grouping customers together who have similar traits. The separation of traits can be based on age, gender, location, purchasing trends etc.

5. Understand customer needs and intention

Try to understand your specific consumers by not only focusing on selling your product but trying to find out their interests and build a personal connection.

6. Track your campaigns

Constantly track your campaigns and keep up-to-date with consumer trends. This increases the information you are available to in order to grow future campaigns.

7. Encourage cross promotion

Make sure to promote your product across all platforms and remember to have a marketing plan when creating an app. Continuously remind customers about the app you have created to increase usage.

If you limit your promotion plan to one platform you may lose customers who make use of certain platforms. By spreading your campaign you will increase the awareness, which allows it to be more successful. An extra note on the promotion of new applications is to not create a useless app that your target market does not need.

8. Make sure you use a trustworthy service provider

Do not forget that security and privacy are of great importance to any mobile marketing campaign. If you do not follow the regulations set out for marketing technology providers your firm will seem risky, unreliable and untrustworthy. One can view the standards set out by the Mobile Marketing Association.

Make mobile marketing a regular success

If you adhere to these rules your marketing campaign can prove to be a success and reach your intended aim. However, do not focus only on these few statements as each campaign can have a few unique mishaps that would need to be attended to.

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