6 Major Faults Made In Mobile Marketing

August 29, 2013
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One bad marketing step is a considerable fault. A bunch of mistakes can derail the whole marketing campaign. These are six most common situations of wasting the budget and marketing efforts, some are more obvious, some are less - keep all of them in mind and avoid at all costs.



1. Reaching mobile users without a mobile-friendly website


Obvious, isn't it? But it's a mistake that does happen. And if there is a mobile-optimized website, it might be not 'friendly' for mobile devices at all, improperly designed or supported. There is a number of useful tips on making mobile-friendly websites, which are worth considering. However, now and then some of these tips are missing and people visit mobile websites with flash, popups, extra redirects, and tons of excessive information.



2. QR code misplacement


This is an oddly hilarious situation - but again, it's commonplace somehow. We have already issued an article dedicated to pros and cons of QR codes. And it said, the main flaw that follows QR codes, has little to do with the codes themselves. These codes just get stuck in wrong places. There can be two types of such misplacement. Either these codes are where nobody would scan them (moving vehicles or billboards), or they are in the area of no Internet connection (subway is probably the most popular ''wrong place'' for QR codes).



3. Annoyingly ugly and pointless ads


Who really likes ad banners? Especially if they are visually poor and tasteless. Approaching ads without creativity takes place widely, but that's what makes them hated. Second, they can be utterly pointless. For example, if an ad simply links visitors to your main website. Here you should be much more precise. Who wants to visit your main page? Most probably such visitors will leave in a second, with a share of irritation. That's because there's no time to walk round and around. There has to be something special, some clear benefit/content for a visitor who taps the link - and the banner must hint at that benefit. Otherwise your banners will belong to the endless sea of hated ads.



4. Staking on traditional marketing


That's a wrong bet. Not that you must avoid it, it can be a good additional source but it's definitely not the main and not the most efficient channel to rely on. You will address the audience of people who are most likely to be not interested in your software, and that's the main problem. For example, TV, radio, and print cannot be the only marketing force behind your product. All of these usually don't provide the necessary conversion rates. On the contrary, mobile-specific, in-app advertising, and mobile ad networks are much more efficient - they are initially intended for immediate purchase. Users have to have their mobile device at hand when you offer them a mobile product, so they can download it at once.



5. Allowing showrooming


This term must be familiar to you - it's when people visit your brick-and-mortar store just to look at the goods, while using mobile devices (basically smartphones) to compare the competitors' prices. This can actually mean purchasing these goods elsewhere, including online shops. How can you persuade them to buy what they want exactly at your store? Simply offer them a bonus they wouldn't refuse. A simple check-in at your store - and they could get a discount right away. That's quite attractive for seasoned showroomers - they have no need in searching a lower price, since they already get it at your store.



6. Forgetting that retaining is harder than attaining


Here we speak that things don't end when the user has finally purchased your product, downloaded your application. Volumes of downloads don't mean you have reached what you wanted. But if users tend to dump the app after the first use, that'll be no good. That may shut the idea of in-app purchases, in-game additional level packs etc. High and constant engagement is the main trait of a successful product. Keep track of your loyal users, and monitor their usage of the app. The source that brings you the highest number of loyal users, might be a channel worth developing and investing efforts.



Mobile marketing is not just a pleasant addition to your campaign - it's a self-sufficient branch that requires separate planning and resources, and itself is a great challenge. Treating it as an 'addition' can make it simply ineffective, with no returns. Prepare for the ongoing monitoring and optimization of your marketing in favor of the most efficient means. That's a challenge that stops you from wasting budget and time, and it requires expertise in the area, such as a marketing agency. Here the DIY method may not be the best solution. To conclude, we can say that there are surely more mistakes that can be made, but these ones are arguably the most frequent, and worth being described.

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