Top 3 Mobile Marketing Mistakes and How To Fix Them

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Mobile is an indispensable component of marketing. Did you know that 50% of all local searches are done on a mobil device? More importantly, in less than two years, mobile internet usage is projected to overtake desktop usage. Its clear that mobile marketing is not a fad and it is not going away. In fact, anyone with a cell phone or tablet knows this intuitively. Most marketers know this, embrace this and advocate this… yet are still unsure as to how to properly implement mobile. Every day, we see marketers using mobile in an attempt to not only stay ahead of the pack, but just to stay relevant. However, there is a big difference between using mobile and using mobile correctly.

Mobile MarketingMany marketers and companies are making the same mistakes without even realizing it. If you try to stay abreast of current marketing practices, you have probably already read several articles outlining common errors in mobile marketing. Great, we all agree that mistakes are being made. Have you been given a proactive approach to correct the errors? A strategy to successfully implement mobile in your marketing effort? Well now you have. We are going to highlight three of the most common mobile marketing mistakes and more importantly, how to correct them.

Newsflash… FLASH is a Traffic Killer!

This is by far the biggest mistake marketers are making…driving traffic to a website built with flash. Do you know that all of your mobile visitors on iOs (Apple) devices cannot see that fancy-schmancy new image gallery you just loaded to show off your product? They will on see what appears to be a broken link or an error message. So much for shock and awe. However, all is not lost. There are alternatives to flash. For instance, HTML 5. Talk to your web designer. Trust me, they will be only too happy to help.

Oh! Look! Its a QR Code!

QR codes have gotten a lot of publicity, most of it bad. QR codes are useful tools, but only if used properly. Just because you can create a QR code does not mean you should. (Kind of like a bikini…just because it comes in your size does not mean you should wear it.)

If you are going to use a QR code, make sure it leads to a mobile optimized landing page or performs an action that can be easily accomplished with a mobile device, such as sending a SMS message. Most importantly, a QR code is a bridge between the real world and the virtual, but if you do not need a bridge, do not build one. In other words, if you can accomplish your goal by listing a phone number or a short url, do it. If using a QR code is going to complicate a simple task, do not use it.

K.I.S.S. ME

Keep It Simple Stupid. People using mobile devices, by definition, are well, mobile. They are on the go. Mobile devices were created as an means of making life more convenient. We are no longer tethered to land lines or chasing down pay phones. So doesn’t it make sense to keep the mobile experience as simple as possible? Just because a new mobile technology exists does not mean you need to incorporate it in your mobile campaign. When viewing a website or an ad or a call to action via a mobile device, make it as fast and easy as possible to do what you want them to do. Are you selling something? Make it a one-click purchase. Do you want them to contact you? Give them a button to push that is pre-populated with your number.

Well, there you have it. Constructive solutions to real problems in mobile marketing. They are simple fixes that will make all the difference in your success.

Is your site optimized for mobile? What are some of the difficulties you have encountered with your mobile site? Please leave a comment below!

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Kimberly Reynolds
Kimberly Reynolds is a social media and mobile marketing consultant that transforms ordinary websites into powerful marketing machines.  A serial entrepreneur since she was 12, selling books door-to-door, she now trains small business owners on how to leverage social media and the mobile web to attain financial freedom.  If you are interested in how to use social media to outshine your competition, visit her website for a free social media analysis and social media training. Also, visit her on Google.
Kimberly Reynolds
Kimberly Reynolds
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Comments

  1. Mallie Hart says:

    Thanks for bringing up the dreaded Flash. We find ourselves dealing with the Flash backlash more often than we'd like! Great post. Can't wait to see your next one!

    • Kim @ QwikR.me says:

      Thank you very much Mallie. I know that I am only too excited when a client approaches me, wanting to update their site and lose the flash. Music to my ears. :)

      • Whether you're a fan or not iOS is everywhere. Using flash when you know you're potential customer is finding you on a mobile device is just foolish.

        Loved the bikini reference. :) Nice post Kim.

  2. Daniel Hebert says:

    Great post Kim!

    Mobile is very important in today's world! I like how you should the bad side, and then offered a solution. Very helpful!

    • Kim @ QwikR.me says:

      Thanks Daniel! I know that I always appreciate it when I am given actionable advice. I hope to build on this very basic foundation next week. :)

  3. Kittie Walker says:

    Thanks for the great read Kim!

    I despair about the use of flash both from a mobile and non-mobile perspective. I'm a firm believer in keeping things simple, it provides for a much better user experience.

  4. Good points Kim. I built a little tester here: http://gfx.com/example. You can enter a URL and see how it looks on mobile. :)

    • Kim @ QwikR.me says:

      Cool tool, Doug. I used it to see how QwikR.me displays and it showed the desktop version and not the mobile version of the site….probably because it was not being accessed by a mobile browser…which in some ways renders the tool less effective.

  5. Kim @ QwikR.me says:

    You're welcome Kittie…and thank you. Another thing I didn't mention but I'm a big believer in is the concept that with mobile displays, even a little bit of animation/movement can be overwhelming. My philopsophy is let theuser control the content display. Don't force rotating images, auto-play video…and please, never, never have audio auto-enabled. :)

  6. I really liked your post Kim, that I found very clear and full of great tips ! Shared and… thank you for this :)

  7. use FLASH !!!

    iOS is only 20% of market at best and falling!!!

    Appeal to Android for better coverage!

  8. In mobile marketing, keeping a site simple where less is more, is the key to focusing on the message. Too many marketers, when they go mobile, want to place the same site as seen on a computer. That is the wrong approach. Simple and minimalist are more effective on mobile. As with all social marketing, attempting to control the message and the medium is impossible. Instead, hand the control freely to the user. Let them create their own interaction. Mobile is here to stay, and growing. The untethered mobile customer is very different in behaviour and action from the tethered customer. They should not be treated in the same way if the marketer wishes to succeed in the rapidly growing mobile universe.

  9. layanglicana says:

    What you say is borne out on my own website, where people increasingly access it from a mobile. Now to chase the webmaster!

  10. Couldn't agree more. When I need a mobile site, I need it now and for a reason.

  11. Thanks for the great tips Kimberly.
    Do you think that a good mobile user experience requires a different design than what’s needed to satisfy desktop users? Two designs, two sites, and cross-linking to make it all work?

    • Kim @ QwikR.me says:

      I think it used to be that way Kamal, but nowadays with responsive mobile design, like at http://spiritusafundraising.com you can make a beautiful site that has a full featured desktop/tablet experience while scaling down to accomodate the smallish smartphone screens.

  12. Iteresting facts, Webmaster is the future.

  13. sterlingdee says:

    Flash is definitely a no no! Not only is it bad for mobile but it can often complicate SEO for your page!
    Nice first post, Kimberly.

  14. Manny Gonot says:

    Hi, Kim! Thank you for sharing these tips on mobile marketing. Glad I haven't been using Flash in my websites and thanks for a bit of clarity about QR codes.

  15. Michelle Gilstrap says:

    Our Chamber is using a directory company that has mobile app for the directory because we recognize that mobile device is the way that people will be accessing our directory and our website. If you recognize this , the you need to plan for the future. Our directory will be published in early 2013 and we will be ahead of most chambers in our area.

  16. Harold Gardner says:

    I realized the world was turning a few years ago while I was visiting my nephew who was then in High School. We had a sports question that we were discussing. He was sitting at his desk with his computer at his fingers, but he reached instinctively for his phone to do the search.

    I wished flash would go away for every site. I think the problems with flash & QR codes both are a part of the KISS issue. Complexity gets added as a magic bullet or for the cool factor without adequately considering the user experience.

  17. Gettysburggerry says:

    Kim, how did I miss this. Great info. I especially like your Flash and QR code info, so true. Thx for a well done, informative post.

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