Here’s How NOT to Do Mobile Marketing.
January 2, 2015
Have you caught mobile marketing madness yet? Mobile marketing and m-commerce are on the rise for the past 4 years and research states that 47 percent of retailers believe mobile currently influences customer purchases more than half of the time. Along with a Mobile Marketing Strategy come Mobile Marketing mistakes that you need to avoid to ensure the success of your campaign. Here is the list of 11 mistakes you’ll need to be aware of.
1. Sending the wrong message
One thing you want to try to avoid is sending a message that won’t work properly for the user. Messages that are sent with a link to content that won’t display and function properly on every type of device can damage your relationship with your audience.
2. Sending message at the wrong time
Did you know that for SMS marketing you can expect opt-out rate above 5% which is significantly higher than when you send message during the week. The fastest way to upset your mobile subscribers is to send them message at the wrong time. Wake them up at 1:00 a.m. with the special offer? Unsubscribe and complain. Text them at 5:00 a.m. or 11:00 p.m. with the payment reminder? Unsubscribe and complain.
3. Targeting Too Much
Although targeting is necessary in order to make sure your message is getting to the right people, too much targeting can hurt your campaign. Instead of focusing on highly individualized marketing, try to be more practical and use data that you have already collected to select your target audience.
4. Not collecting e-mail addresses
Make sure you can reach out again to your most interested prospects by capturing their e-mail addresses. Ask multiple-choice questions like, “What are you interested in accomplishing on our mobile site?” or “Do you want to hear about upcoming events?” Offer a coupon or another incentive for completing the survey.
5. Not including clear unsubscribe instructions
Select Your Words Carefully. One of the main words to be aware of is “FREE.” You cannot use “FREE” unless it’s free to the end-user (FTEU) with all supported carriers. Services cannot be promoted in association with the word “free” as to not confuse or mislead consumers. You must use the phrase “Msg & data rates may apply” to any campaign that is not FTEU.
6. STOP, Cancel or Quit – means STOP
This seems like a simple concept. However, Coca-Cola has found this out the hard way. When someone opts-out, you must quit sending them texts. A Federal Communications Commission (FCC) issued declaratory ruling has opened the door for one additional text follow up to verify they want to stop, but that is it. The text message must be sent within five minutes of receiving the opt-out request and cannot include any marketing or promotional information.
7. Help and Terms
8. Redirecting mobile user to a Desktop Site
The biggest issue user face when visiting a site on their mobile device is when that site is only available in a desktop version. This makes it hard for the user and can disrupt further action from being taken. Make sure you provide an easy to use mobile website that will allow users to navigate through your sites content without a problem.
9. Taking a one size fits all approach
Although the iPhone is pretty popular, you can’t assume that everyone has the same type of mobile device. You need to plan for different screen sizes, browsers and platforms so your message works for your users.
10. Only tracking opt-ins and opt-out’s
Opt-in management is certainly important, but there’s plenty of more valuable information to be found in consumers’ behavior after they’ve visited landing page. The mobile user’s location, device and carrier, for example, can let you know if your ads work better on certain devices or are more appealing to people in a city or neighborhood. This will allow you to focus resources where you’re getting the best response or to tweak your campaign to get a better response.
11. Ignoring a phone call or click–to-call option
Touch screen devices have given us the ability to tap directly on a link and find the information we need. However you can’t forget to give your audience the chance to call you directly and find information. One-on-one communication is still a strong sales tool, so make sure you include a phone number in every email, webpage and your social media sites. This will ensure that a user will be able to immediately take action if they would like to contact your company.