Mobile marketing continues to grow, becoming increasingly pertinent with each passing day. As with search engine optimization (SEO marketing) and Internet marketing, small and large businesses alike continue to make grave errors. Here are some of the blunders you’re likely to see again and again, whether it involves web marketing, SEO marketing, or, now, mobile marketing:
Critical Mistake #1: Not Thinking Ahead
Some things never change. Search engine marketing will continue to be a big part of mobile marketing. SEO consultants remind companies that consumers are, if anything, using search even more frequently, thanks to tablet PCs and smartphones. In fact, as a whole, 93% of all Internet experiences start on Google and other popular search engines. What’s more important is what will change.
And planning for those changes is the key to staying relevant and the key to successful Internet marketing and mobile marketing campaigns. Marketers need to anticipate what’s next in mobile marketing: specifically, wearables and the Internet Of Things. Soon, consumers will want to seamlessly navigate and sync apps on smart watches, Google Glass, and more. Companies who can more or less keep up will reap the rewards of their efforts.
Critical Mistake #2: Being Too Impersonal
On any desktop PC or smartphone, consumers are most likely to use Google (search) or check their email. Even so, many marketers have stubbornly latched onto SMS and push text notifications, believing that these things alone will drive a profitable mobile marketing campaign. That’s just not true. While economical, generic texts are also impersonal; many customers will simply ignore them, and others may become annoyed by them, if you utilize them too frequently. What’s the solution?
Just like personalization has revamped email marketing and email campaigns, it can do the same for mobile. Send text notifications, including offers and discounts, based on consumer data, such as their search or purchase history. Send location-based texts, prompting consumers about sales if they are in the store or near it. These methods are much more relevant to the customer and much more likely to be well-received.
Mobile devices are more important than ever. Mobile use encourages even more searches (and the search industry is worth an impressive $16 billion), and marketers would do well to know how to best take advantage of that.