What are you doing when you’re off work? For most people, it’s using their smartphones. A while ago, everyone was on PCs or laptops, but this last decade has changed the game entirely. Now, we live in a world where there are over 3.5 billion unique mobile internet users.
If we start digging into statistics, we’ll find several interesting ones. Here are a couple of them:
- ComScore noted that users spend an average of 69 percent of their media time on smartphones.
- Not only that, but mobile devices will drive 80 percent of global internet usage as reported by Zenith.
We can talk about these types of statistics all day long. But here’s the deal: You already know the importance of mobile marketing, and are here to know more about your mobile ad campaigns.
That’s exactly what I’m going to talk about. But here’s the twist: I’ll talk about what not to do today. Many brands have tried with mobile marketing and failed. That’s why I’m discussing what not to do. This will help you streamline your marketing strategy.
Let’s get into these seven misses:
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Mistake #1: Optimizing Landing Pages But Not Mobile Ads
The first thing you should stop doing with your mobile ad campaigns is focusing on landing pages but not mobile ads. I know the importance of landing pages. In fact, here are a few resources for you.
These are important but not enough. Many people make the mistake of focusing on their website, social media content, and landing pages while ignoring a key area. That’s an area where you actually may be investing more money. That is, mobile ads.
You know how much money goes into purchasing these ads. So it becomes obvious to spend some time optimizing this content for maximum reach.
Have mobile PPC ads? Focus on ad copy, including using search ad device targeting. Give notification that your mobile site is optimized for iOS or Android. This will help mobile searchers immensely.
Mistake #2: Not Emphasizing Your Mobile App
The Apple App Store has 1.96 million apps available for download. The number of available apps in the Google Play Store was most recently placed at 2.79 million apps.
Why am I talking about this? Two reasons for that. First, if you are not on major mobile app platforms, you are missing out a lot of treasure. Second, if you are on these platforms and are not promoting your app, you are headed for trouble. That’s because there’s cut-throat competition out there.
Are you one of those companies that think app promotion is not worth it? Or maybe, you don’t think that, but are too lazy to start it? Well, I’m here to give you the motivation.
See, you app’s presence in major app stores is not enough. You have to dig deeper. You have to utilize all marketing methods to get to the most number of users possible.
Think about it. What would you do if you want to download an app? Do you sift through thousands of similar apps? Or do you download the one that comes to you or the one that appears at the top of app store search results? You’d most probably choose the latter.
So start pitching your app on mobile web pages. Remind users of the benefits of this app. Add the app to your mobile landing pages and link it to where users can download it. This way, your app investment will give returns and add more brand value for the customer.
Mistake #3: Not Providing Enough Information
Do you think that mobile marketing means limited content? I hope not because you would be at mistake. This is a practice of some companies. They leave out critical information that customers are looking for when interacting with mobile platforms.
In order to create a smooth journey, you need to provide them with enough information. If you exclude specific direction on how to participate in a program or campaign event, how are you expecting people to sign up?
Give the customer every incentive to participate. It can include social media buttons and links to landing pages. Think of different ways you can help customers.
Add a call to action clearly explains the value to the customer. This will most likely instigate them to act on whatever you are telling them to do.
Mistake #4: Not Creating an Omnichannel Experience
Do you put your mobile marketing efforts in a silo? That way, you lose chances to strengthening your relations with customers.
Let’s say your customer abandons a cart on your website. If you had Facebook retargetting on, you might be able to reach out to them again using a Facebook ad. So no matter if the user takes a unique journey to reach their purchase decision, omnichannel can help you get that sale.
Mobile experience is important but not enough. The first mistake I talked about in this article was how people ignore mobile and focus on landing page. Here, I’ll say that mobile experience is not enough. You can’t put all your eggs in one basket.
Focus on SEO. It will drive results in the long run.
Find social media that are good for your niche. Put organic content on social media and also run ads there.
Don’t forget YouTube as well. Get down the Reddit and Quora rabbit holes if need be.
Mistake #5: Ignoring Privacy and Data Regulations
And finally, keep in mind that ignoring the law and invading users’ privacy can get you in trouble. So don’t do that.
That’s it for the day. If you want me to cover another digital marketing topic, let me know in the comments below. I’ll be happy to cover it. Thanks!