Could you ensure that you do not make mistakes in mobile marketing strategies? The mobile phone has long surpassed the computer as the preferred device to access the Internet. What has given rise to the multiplication of digital marketing campaigns aimed at these devices?
Today’s hectic pace of life leads to more and more Internet users to browse from anywhere, anytime. Check email, check social media or buy online. All this from brand new smartphones.
Here are 10 of the top mistakes that make a mobile marketing strategy ineffective:
1. Starting from a bad vision
One of the most common and dangerous mistakes in mobile marketing strategies is the focus. Determining what to do and what not to do on this device is decisive for achieving a good plan.
However, many marketing managers fail to give too much importance to aspects that are not so relevant—leaving aside the basis of any strategy.
If you only focus on gaining ground in those points that are in fashion, such as live videos from Instagram, you will be leaving out vital tools in any strategy. As, for example, email or positioning in mobile searches, which are key points to establish relationships, generate engagement and increase conversions.
2. Limit the tactics included in a campaign
You should consider the following. We find heavy use of tactics that use SMS. Micropayments, discounts, contests, raffles, etc. Its strong point is that the opening rates are brutal. But the downside is that excessive use could lead to rejection and insecurity.
Given this, there are thousands of alternatives. If email is a must in any digital strategy and SMS have such high opening rates, it is best to combine both approaches. It will not only allow you to improve communication with your customers. Besides, you will increase engagement and achieve higher opening rates.
3. The mobile is responsible for creating new experiences
However, considering its boom and all the apps and tools that are emerging, you should assume that it is not a simple device. He is in charge of generating new experiences and changing the way you communicate today.
Therefore, you should take it as an opportunity to innovate, generate emotions and give added value to the user. Play with applications that allow you to integrate online and offline technology and make your users live unique experiences. It is an opportunity that very few brands are taking advantage of.
4. Not using the appropriate content
The fact that mobile screens are small does not impede launching right creatives. For example, all studies indicate that users are increasingly attracted to content when there are videos in between. Online video consumption from mobile devices grows at a rate of 100% per year.
And the same goes for images with exceptional visual impact. Your job is to generate the enthusiasm and motivation that will keep the spark, that will create engagement and put aside totally commercial campaigns.
One of the most repeated and successful options is to create games or apps for users to get discounts. It is a way to keep the user motivated, stay on their top of mind and increase engagement.
At the end of the day, if you focus only on static campaigns without engaging content, you will go completely unnoticed. Your creativity must be change.
5. Excessive loading times
For a user not to abandon a web page, it is necessary to find a way to optimize it. And although many factors influence the loading speed of a website, there are also various ways to deal with this problem.
One of the mistakes in mobile marketing strategies that harms your brand the most is the loading speed. On the desktop, the user has more patience. But the mobile is the device of the ” here and now “. Therefore, it is recommended that you take care of this aspect. Otherwise, you could not only lose customers, but your position will also worsen.
6. Do not pay attention to the designs
It is more than proven that users scan the content found on the network. And if they determine that it can be interesting because there is something that catches their attention, it is then when they consume the content.
Therefore, creating content with attractive designs and a correct structure is essential for users who connect via mobile to stay on your page.
Think about how you act against different content. If you access a website from your mobile and you find a page that only includes a text, without structure or titles, you probably won’t even bother reading it. You have to keep the user active and alive, not overload but offer an attractive design that invites reading.
Mobile penetration in users already exceeds 94%. And most users who have a mobile device usually have it connected 24 hours a day, seven days a week. Are you going to miss this opportunity to impact them?
The mobile terrain is an untapped scenario that can provide you with many benefits. Not only does it generate more engagement with your customers, but it is also a must to attract new potential customers.
Therefore, it is one of the main channels used by apps to help your clients generate more leads at a lower cost. To do this, they optimize all channels: email and SMS marketing. And they use Landing Optimizer, the landings generator that will ensure that you avoid mistakes in mobile marketing strategies.
7. A surreal budget
Developing an application is not a small expense. Why? Because the equipment necessary to carry out your application (think of developers, designers, mobile marketing experts, etc.), must be rewarded for the hours they dedicate to your project. You could, of course, go for a cheaper route, but that could also affect the end result.
Mobile devices use relatively new and changing technologies and, due to the diversity of devices, makes app development a complicated and time-consuming task. If you are not sure what type of application best suits your idea, just ask a developer for help. It will surely be able to tell you if it is better to develop a native, hybrid or web application.
Finally, don’t forget to keep part of your budget available for the maintenance of the app. Introduce new functions, correcting errors, updating obsolete elements, updating the interface. All these changes require updates executed by the development team.
8. Too many functionalities
Another common mistake is wanting to include all the possible features you can think of. It’s great to have a lot of ideas, but keep in mind that all of these features will come at a cost and development time. The budget for a simple application -obviously- will not be the same as the one that includes an overload of functions. Also, you don’t know (yet) if each functionality is going to be really useful for your users or not.
In other words, it is recommended to start with a basic application that fulfills the primary purpose. From there, you can gradually add new functions to improve.
9. There is no marketing plan
Before investing too much time and effort in the development process, spend time thinking about the application’s marketing strategy. Creating an app for your business is one thing, but how are you going to reach your target audience once it’s launched?
There was a time when there was almost no competition in app stores. An application was uploaded and if it had a general title, for example, “Run Tracker”, you could get many downloads without any marketing. However, that stayed in the past.
Your app will no longer sell itself due to heavy competition. Therefore, a marketing strategy is vital to promote your app. If you are planning to launch something big, you obviously want people to know it.
10. Unnecessary operating systems
The same thing happens when choosing the operating system you want your application to run on. As you probably know, there are various operating systems in the world of mobile devices. The main ones are iOS and Android, which have approximately 95% of the global market share.
To get the most out of your application, it should work on both operating systems. The only thing is that it will affect the cost. Developing one app for Android and another for iOS requires two different development processes, which means that the cost will be approximately doubled.
As we mentioned in the previous point, ask yourself if it’s worth doubling development costs. Is it essential to launch your app for most devices from scratch? Perhaps it would be better first to choose one of the operating systems and then expand it to another.
When creating an app for your business, keep in mind that the perfect application will not be developed on the first day. The first version will have nothing to do with version 10. It is about improving step by step by observing the response of users.
A critical point to consider is the budget dedicated to the development of the first version. Remember that you will have to save apart from promoting your application and keeping it. However, make sure that even if it’s the first version, it starts in the best possible way. Work with people who really have knowledge about app development and who can give you the necessary support and advice throughout the process.