Mobile is always at an arm’s length, which ironically is the strength and also the weakness of the medium. The magic device has grown from means of convenience to a device of entertainment and companionship for consumers. Thus, while mobile offers strong marketing opportunities without the worry of the message being lost, it also has the threat of making your message intrusive, boring or vague by the slightest of error.
Mobile being a competitively new medium, marketers are experimenting to get their play right. In the lieu of the newness of the medium, exchange4media takes a look at a few fatal errors that are likely to happen while investing in the medium. Here is what marketers should avoid...
#blunder1: Treating mobile like a computer
Since there is ambiguity on whether mobile is a part of digital or a separate medium, it is very likely for marketers to include it in their digital mix and treat it in a computer-like fashion. However, mobiles are far smaller than computers. They have a more compact display space and very different screen resolution from computers and laptops. Thus, if communication tailored for computer is used on mobile, it is very possible for it to appear cluttered and unappealing to the consumer’s eye. To get the best out of the medium, fresh content has to be created for mobiles.
There is a very thin line between marketing and intrusion, when it comes to mobile. Marketers need to be smart about communicating the brand message. If using SMS marketing, the right niche should be targeted so that the texts do not come across as disturbance. In case of in-app or in-game advertising, the communication should be placed in the beginning and end of the experience, so as keep it non-intrusive.
#blunder3: Lame applications
Mobile having gained momentum recently, a number of times marketers create presence merely to cover the new touch-point. Thus, creating applications without any aim for the medium will not be accepted by consumers as an active form of communication. Applications with mere picture galleries or other such content without any strategic planning should not be created.
#blunder4: Ignoring data
Mobile communications are often created for particular campaigns and then either put offline or left as it is. After the campaign, how many users accessed the application, which kind of mobile phones they have, their education, socio-economic background and other such information can be gathered, which can be used for future purchases. Also, if the same base of communication is used for the next campaign rather than creating a new one, an aggregated base of TG can be created.
#blunder5: Lack of measurement
Measurement across mobiles is a very tricky business, owing to elements such as accidental clicks, downloads, etc. Marketers should create their own metrics depending on the objective from the medium. Right measurement is essential as only right results will compel the marketer to come back.
#blunder6: No mobile site
The intrinsic strength of mobile lies in the fact that the medium compels the user to reach out to the brand from their magic device itself. Thus, marketers need to have mobile sites (and not the existing computer website) that redirect consumers to the brand page.