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.
Many 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.
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!