Avoid These Mobile Marketing Danger Zones
By John Foley on June 6th, 2013
There are many danger zones you need to dodge as you send out your mobile marketing messages. There are so many different moving parts with marketing to an “on the go” audience. And it’s easy to leave out a key element or forget something that can make or break your mobile marketing efforts. Here are five danger zones you need to avoid as you work your mobile marketing plan:
1. Forgetting a call to action
Think this is basic Marketing 101 stuff? Well, it sort of is. But it’s easy to get dazzled by the brilliant message you cooked up and then not have a clear call to action at the end. Every single marketing message should be reviewed to ensure that the call to action is crystal clear. Is the end user supposed to check in? Post a photo? Answer a poll? Tell the audience what to do, and make it obvious. Because if you don’t, your marketing message was just a wasted effort.
2. Forgetting the legal aspects of mobile marketing
Marketing isn’t all fun, outside of the box thinking. You also have to stay within legal regulations and industry guidelines. Someone on the marketing team should know what you can and cannot get away with. And, just because you can get away with something, doesn’t mean you should do it. So make sure that your message is not misleading or illegal and that your delivery is completely above board. You don’t want to deal with the clean-up from a messy mobile marketing campaign.
3. Not testing your mobile site or message
Once you have a mobile site in place, you need to test it to ensure that it embodies all that is user-friendly for your mobile device audience. No excuses here…for site testing, you can use ready.mobi for free. It even whips up a report for you that will tell you how well your mobile site works on a mobile device. And don’t forget the marketing messages themselves. Test them out – within your business or a small portion of your demographic. Something you think will be a huge hit may go over like a lead balloon. Testing helps take out some of the guesswork with your mobile marketing.
4. Forgetting the delivery method
You always have to keep in mind that your audience is not on desktops or laptops. They are using a smaller screen and it’s not easy to maneuver around. Don’t require a kazillion click-thru actions or force them to scroll back and forth. They also don’t have a printer (so don’t send a message that requires them to print out a coupon!). Some end users may be limited on the amount of information they can receive, so keep the information and images within limits that don’t overload their bandwidth. Of course, as with any marketing message, keep it relevant, and in this case that relevancy should be to those who are on the go.
5. Not using the capabilities your audience does have at its fingertips
Think of all the functions a smartphone or tablet has. Should your call to action include a request to call? To download an app? What about taking advantage of its camera or video-taking capabilities?