The phrase “mobile marketing” is somewhat of a buzzword. Marketing for a mobile audience follows standard marketing principles. The key to successful mobile marketing is having a firm grasp on your target market, and avoiding the following common mistakes:
1. Relying only on mobile PPC ads to increase your ROI
Until you’ve sharply defined your target market, PPC ads won’t be a reliable source of traffic. It’s your ability to define and reach your market that determines the quality of your traffic, and thereby increase your ROI.
Understand what PPC ads are for
When done strategically, pay-per-click ads can give you an advantage in the search engines when your niche is flooded; ads get displayed above the search results and you’re likely to get more clicks. However, clicks from untargeted traffic are meaningless.
No matter what marketing methods you use to drive traffic, targeted traffic is the only kind of traffic you want because that’s the low hanging fruit – the people who are either ready to buy or can be easily sold because they already want your product.
PPC ads should be part of your mobile marketing strategy, but don’t rely on them as your sole source of traffic. If your ad campaign isn’t engineered to target high-quality leads, your PPC campaign will be a disappointment.
Before you launch any mobile PPC advertising campaigns, intricately define and segment your target market. Your target market should not be wide, they should be narrow. A narrow segment allows you to aim your marketing efforts at specific groups of people, and makes promoting, pricing, and distributing your products easier. A segmented digital marketing strategy is essential to reaching mobile users.
2. Forgetting people use mobile for complex tasks
Marketing isn’t just actively blasting out ads on Google and Facebook; your website is a stand-alone, self-service marketing tool. When people visit your website, everything from your layout to your content influences their behavior. That’s marketing.
The mobile version of your website should allow users to perform the same actions they would on the desktop version. For instance, if you’re offering a download, that download should be accessible to everyone regardless of the device they’re using. Never assume a user won’t want to use their mobile device to perform a task.
There’s a marketing rumor that says people don’t perform complex tasks on mobile devices. That may have been true a decade ago, but it’s not true today. While not everyone does, many do, and you can’t afford to ignore those people.
Perhaps this myth is pervasive because of low mobile conversion rates; only 16% of shopping carts turn into orders on a mobile device. Surveys have shown 30% of consumers switch to a desktop computer for easier navigation and a smooth checkout. However, that study is a couple years old.
This confusion about what mobile users are willing to do is often seen in industries requiring booking a service in advance – like personal appointments, car rentals, and hotels.
Are consumers switching to a desktop out of preference, or is the mobile experience insufficient, leaving them no other choice?
People use mobile devices to perform multi-step tasks
Contrary to popular belief, people do use mobile devices to book appointments, cars, and hotels if the website makes it easy. Unfortunately, too many businesses ignore mobile users and only make it easy to book or buy using the desktop version of their website.
As explained in this hotel marketing podcast published by Fuel, it’s a mistake for hoteliers to focus all of their attention on building a desktop booking experience and ignore the mobile engine. Consumers want convenience, and if you can make the booking experience easy for mobile users, they’ll use it.
3. Creating an accidental “bait and switch”
By now, you’re aware that it’s difficult to capture attention from visitors, especially on mobile devices. Consumers are constantly multi-tasking and it takes a lot to grab their attention. In your efforts to grab attention, be careful that you don’t accidentally create a “bait and switch” ad.
Rather than using shock value, or random images and hype to capture the attention of your mobile users, always cater to your target market’s criteria. For instance, if your market’s criteria are to feel young and energetic, that’s what your ads should portray. Your market doesn’t change their criteria when using a mobile device.
Think inside the box – just this once
There’s a time and a place to think outside of the box, but mobile marketing isn’t it. Marketing isn’t complicated; you just have to avoid getting tangled in the myths.