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When you are new to mobile marketing, there are mistakes you can make that will cost you dearly. The following are 10 mistakes to learn from and avoid:

• Not engaging with your customers and not making your campaign local, social and mobile

Mobile marketing is a way to build a relationship with your customer, the same way you do with social media marketing. Just pushing your product without building a relationship will annoy your customer and cause them to opt out.

You should market to as many media as possible to reach as many people as possible. Concentrating on mobile marketing only excluding the other media will narrow the results you can expect. Concentrate on engaging with your customer through as many media as possible.
Including other media can enhance your mobile marketing campaign. For example, when you use QR codes in your marketing, that can be scanned by customers with mobile phones.

• Not respecting the privacy of your customer

If you continually bombard your customer with push messages, and do so more than once a week without engaging them, you are going to lose them. Texting a mobile offer once a week is more than enough. When your customer subscribes he or she is literally giving you access to them 24/7. Don’t abuse it.

• Not proofreading or testing your message

Everyone makes mistakes. If you want your marketing to deliver results, make sure you know exactly how it looks. Do all the links work? Is there a phone number so they can call you back? Do the graphics show? Are the words a jumble? Not testing can be fatal for your campaign.

• Mismatching content with mobile messaging

Make sure your links to all content work on every mobile device available so everyone with a mobile phone can interact with your campaign. Don’t send someone with a normal mobile phone a link to an iPhone app. Make sure there are different versions corresponding to each mobile device.

• Building an app without a plan for promoting it
If you build an app and just wait for people to find it, you will be disappointed. When developing the app, make sure you plan how to promote it. You can use text messaging, e-mail, traditional ads and mobile advertising. You should continue to promote the app with regular updates, advertising any new features you release.

• Not targeting a specific audience or too much targeting
It is tempting to send mobile ads to everyone. However, you have a great tool you can use to target very specifically. You can decide who gets your ad: are they young? Old? Male? Female? What are their interests, geographic areas and shopping preferences? You will have a higher conversion rate if you target your ads.

However, doing this without a plan can also hurt your campaign. If you try to optimize your targeting for every possible scenario, you may try to reach groups that are too small, thereby diminishing your return on investment.

Instead, you can use the data you collect to market your messages to similar groups.

• Not adding your phone number
It is easy to forget your phone number but, as with any marketing message, your customer needs a way to contact you.

• Putting a QR code in any location where the user has no wireless access
QR codes are an easy way for a mobile phone to get your contact details or your app. However, I have seen QR codes in the strangest of places. The back of a bus, a bus shelter — how should your prospect scan it from there? Make sure you put the QR code where your customer will have easy access to it.

• Your mobile ad or app should do more than one thing

Your content should be fresh, new, exciting and only found on your app, nowhere else. Under no circumstances should its only function be to go to your website. This is because people like discovering new content and experiencing something different. Make sure they have that experience.

• Directing your customers to a non-mobile website

A common mistake for people new to mobile marketing is to direct their customers to a beautiful flash website that doesn’t work on mobile. Your customers aren’t going to hang around if they can’t even see the website.

Look out for these mistakes — you will have more success with your mobile marketing campaign.


Article by Hannah du Plessis. To learn more about mobile marketing, visit Attraction Marketing and sign up for our newsletter.

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