8 Mobile Marketing Mistakes Ruining Your Engagement
If you are not already integrating mobile marketing into your broader strategy, you are missing out on a huge potential to reach your audience quickly and easily. Mobile continues to be a channel that offers many benefits, from brand awareness all the way to increased sales. What many businesses don’t realise, however, is that mobile marketing, like any other channel, requires a bit of strategy to be truly effective.
Many businesses know that mobile is important. They rush out to get a mobile app out and spend a small fortune on mobi sites, only to not see much return on investment at all. That’s not to say that mobile apps and mobi sites do not work, of course. What it means is that rushing into things without a plan is not the best course of action. To give you an idea of how easily things can go wrong, we have put together a round-up of the biggest mobile marketing mistakes to avoid.
Stay Clear of These Mobile Marketing Mistakes
If you are serious about seeing results from your omnichannel strategy, it is essential to incorporate mobile marketing wisely. Some of the things that you definitely don’t want to do include the following:
1/ Assume that you absolutely have to have an app.
Do you even need a mobile app? You may be surprised to know that one of the biggest mistakes made by brands all over the world is launching an app that does not add genuine value. It is better to have no app than an app that will not be widely used and enjoyed. According to Statista, the most popular Apple app categories in 2018 include games at 24.93%, with business apps coming in next at just 9.78%. The most popular app categories on the Google app store include education (8.29%) and entertainment (7.43%), with business apps coming in at 6.96%. With new games being introduced on a regular basis, the app sector is notoriously fickle. Believing that every customer and potential customer will care enough about your brand to download a somewhat pointless app can end up costing far more than you realise, not least in terms of overheads. You’d get far more value from a strong mobile website or optimised website.
2/ Treating mobile and desktop experience the same.
A large number of people will switch between desktop and mobile. Treating mobile and desktop experiences the same can end up doing more harm than good. As important as it is to have a responsive website, it is even more important to be able to deliver information in the best way possible. This is largely due to the fact that people use mobile and desktop very differently. The ideal choice would be to look at the bigger picture and provide an experience that takes customers from each channel seamlessly. Some tasks are better enjoyed on a larger screen, while others work best on a smaller screen. A mobile site can, therefore, be a better solution for websites that rely heavily on images or video, while a responsive site can do the trick if the content is simple and fast-loading. Testing and perfecting is the best way to ensure that both devices are catered to with ease.
3/ Treating mobile as the next best thing to web.
Another huge mistake is treating mobile as an after-thought. As we get closer to Google’s mobile-first era, we can no longer to put mobile second. Designing and planning for micro-moments is essential if you want to be sure that you are not left behind. Whether you are bolting on a smaller optimised version of your website or using a basic template for both, it is a huge mistake to note plan content, design, and navigation for smaller mobile displays. The result is often a disjointed experience that can reduce conversion drastically.
4/ Seeing responsive design as the only solution.
Responsive design is a very good step indeed, but that does not mean it is the holy grail. There are other ways to provide a stellar mobile experience, including building more than one version of your website to suit different devices. If you have the budget and resources, the ideal choice would be to deliver unique content and experiences across desktop, tablet, and mobile in a way that suits the user and their needs. While this is not always possible, it can be a far more effective option for many businesses.
5/ Adding non-responsive content to a seemingly responsive site.
Another risk of responsive sites vs dedicated mobile sites is having content that is not responsive, such as PDF documents, large infographics, auto-loading videos, and other elements. Documents such as PDFs were designed exclusively for desktops and are made to be viewed on a larger sized screen. Infographics can also be harder to read and open on smaller screens, while other elements can cause slower loading times and other problems – none of which helps conversion or mobile engagement.
6/ Forgetting that mobile means smartphones as well as tablets.
All too often, smartphones and tablets are lumped into a single category. Although these are both mobile devices, there are many differences that can lead to a very different experience in usability. From screen size to layout, it is essential that you treat both of these channels as two unique channels rather than a single channel. The best approach to be sure that you are truly responsive on any device is to look at your website data to see which devices your customers are using to access your content. Once you have a better idea of the most commonly used devices, you can customise your customer experience accordingly.
7/ Forgetting that local is everything.
It’s also worth noting that local marketing plays a huge role in mobile marketing. What works well in one area may not automatically work in a different area. If your business has a strong local focus, make sure that your testing and tracking reflects this, so that you build and perfect in a way that is highly targeted to your specific location rather than a broader country-wide focus.
8/ Mistaking mobile-first for mobile or nothing.
Starting with mobile is a good plan. That does not mean that you should focus every effort on mobile to the extent that you forget about other channels, however. Ideally, you want an omnichannel strategy that incorporates mobile marketing with email marketing, digital marketing, lead generation, social media, and various other channels. This is where your audience insights come into play. Knowing how your audience accesses your website is crucial. This will help you determine how people are interacting with your company, which in turn will help you plan an integrated campaign that best suits your market.
Ready to take your mobile marketing strategy to the next level? Contact the Grapevine Interactive team to find out more about our innovative mobile marketing solutions.