Digital Marketing Mistake 3

Thursday 17th, March 2016

Neglecting mobile

A big mistake that a digital marketer today can make, is not taking into account the impact that mobile has had on the digital landscape. Mobile has changed everything – from the kind of content that is consumed to the kind of marketing that will have an impact.

So when it comes to digital marketing, it is impossible to ignore the ubiquitous mobile phone.

Do you know how big mobile is right now?

  • Most people take their smartphones to the bathroom! They browse social media or check email or just play games.
  • People search for information about a product before buying it and this kind of research most often happens on a mobile – sometimes while customers are actually in the store checking it out!
  • Mobile users are mobile shoppers. Need we say more?
  • Mobile searches usually end in action – they are on the go and are most likely looking for something with an intent to buy.

Customers use mobiles to search for, locate, study and buy products now, more than ever before. Mobile has overtaken any other media with regard to the time an individual spends on it. Mobile and mobile searches have long gone past desktop searches and a digital marketer today, ignores the mobile at his own peril. In order to succeed in this scenario, it is absolutely important to adapt and optimize for the mobile.

Some of the mistakes that people make when it comes to mobile –

Not being optimized for mobile

You might run the best advertising campaign ever – but if you don’t have a mobile-optimized landing page, the whole effort is lost.  Don’t send your users to wrong pages or pages with irrelevant information. It is a very bad idea to mirror your actual website on your mobile screen.

Trying too many things

It is very easy to make the mistake of running after every new technology that pops up and lose sight of why one is thinking mobile, in the first place. Start with centering on why you went mobile and then work from there, adding those technologies that will enable this to take shape and bear results.

Trying what regular online advertising does

Advertising that works, is advertising that is native. But if you do on the mobile, what you would do on a desktop, (place ads that take up space, that are irrelevant and interruptive) there is a very good chance that it won’t work at all.

Not tracking each initiative

It is very important to track each initiative and tool to see what works and what doesn’t – only then can you tweak it to optimal effectiveness levels. Don’t stop with just tracking how many ‘clicks’ you have got. You can track the user’s location – even the kind of device he uses – so you will know what will work for him and what won’t.

Making a user type too much on his phone.

It is definitely not a good idea to expect customers to key in a lot of text using their phones. Fat and clumsy thumbs and small buttons and too much textual input just don’t mix. Keep it simple with buttons that are easy to spot and use.

Providing customers with the wrong kind of information.

Mobile devices are exactly that – mobile. Think of mobile customers as those who are on the move. The kind of information that such a person would be looking for, is very different from someone who is browsing content from the comfort of a couch on a desktop or laptop computer.

Not gathering data about your customers and users

It is very important to know you customers and be able to get in touch with them when you want to. You could use tools and tech that will gather data on the one hand, and give your users simple surveys or pop questions. Again, don’t make them type – give them multiple choices as answers with clickable buttons that they can use easily. And make sure you let them know that you would use the data responsibly.

Parts of your marketing message don’t work on mobiles

These days, there are many ways to engage with a customer on mobiles – everything from text messages and QR codes to emails. These can link to various destinations like landing pages, web pages, videos, apps, etc. It is very important, in a situation like this, to make sure that the links you provide connect correctly to the content or the pages that you want them to. And it is very important that all parts of this unit, work. On various kinds of mobile devices. It is very important to test this ahead of time and make sure that it works.  Don’t send a link to an iPhone app to a Blackberry user!

Not promoting your mobile App

Mobiles Apps are a big part of mobile marketing – you have spent your energies in creating what you think is the best App ever! But with more than a gazillion apps on every kind of app store there is, chances are the world won’t find yours, unless you promote it. And this means more than just listing it with some ratings. And once you get someone to use your app, your promotions must not end there – you need to make sure that your users continue to use the App.

Too much personalization

This is one thing every mobile marketer needs to be careful about. It is great to get all kinds of data about customers and get to know a lot about their lives, but it is a very thin line between rocking and creepy. With all the data, you can send highly targeted personalized messages to your customers. But you should know how much is too much. A little too much, and you would run into the danger of losing your customer, just like that!

Forgetting that sometimes the customer wants to talk

You can have the best app ever or a very immersive mobile experience that you are offering to your customers – but there are times when a customer wants to talk to the business. So it is very important to list contact details – and most importantly, a Call Button – that he can tap to call.

So at the end of the day, there are a few things you absolutely must do –

  • Make sure your site or webpage is mobile friendly – make sure it is responsive and loads quickly. Any delays can be fatal.
  • Don’t write huge epics when it comes to the content that you share – break it up into chunks that can be easily consumed on 6 inch screens.
  • Use visuals and videos to get the attention of your customers – but use versions that load well. You have less than a few seconds to get the attention of your customers – use them well!
  • Location-based marketing has evolved into a sophisticated personal art form thanks to mobile devices. Use this wisely and well.

 

This may not the total list of what not to do, or what to do – but this is a good place to start.

Some marketers haven’t been using mobiles and they don’t know what works and what doesn’t in this landscape. But that shouldn’t stop you from getting on the mobile bandwagon. Customers are tech-savvy and you need to keep up.

You can start by looking at how your customers are engaging with you on mobile devices and see how you can improve that. You could think of an app to keep in touch with your customers and send relevant messages to them.

It doesn’t matter what you do, but including mobile in your digital strategy is vital and the reverse is suicidal to say the least. When it comes to the mobile, you need to be there or be square!

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