While most brands focus on effective and proven strategies for mobile marketing, they often evade the possibility of what not to do. Usually mobile marketing is a challenging mix of ideas that requires marketers to comprehend consumer behavior and psychology, and the overall dynamics of mobile marketing. Yet, a crucial part often missing from their strategy is how to navigate through the unanticipated challenges.
The idea of mobile campaigns gone wrong often gets the media frenzy but here are some key problem areas that marketers need to address if they are to succeed in the world of mobile.
Mobile marketing without a mobile optimized website is like a river rafting without a raft. That’s right, you know that you are not going to make it alive and it’s not fun either. We all know mobile is here to stay. So, it’s about time marketers start to think about mobile users. Through various campaigns, users are directed to flash website that isn’t optimized for mobile. Obviously, this does more harm than good.
Besides studying the consumer journey in ecommerce, marketers have to make the path as frictionless as possible. Ignoring where the consumer gets stuck is the biggest mistake on the end of rookie marketers. The steps towards conversion should be minimized since the mobile user has even less attention span. Technically the people behind mobile and desktop traffic tend to be the same people but the behavior changes across different devices. Collecting and analyzing the in-app metrics can spot grey areas.
The biggest hurdle to the personalization in mobile marketing campaigns is the lack of confidence. Only 24% marketers say they attempt to personalize mobile experience. If this is true then retailers and business owners are missing out on opportunities for revenue generation. Usually this happens due to the absence of adaptive pages, special search functionalities, and product recommendations. Personalization makes it much easier for shoppers to find what they are looking for in this mobile world, which is half the battle for visitors.
It so happens that we are still on the brink of realization of potential mobile marketing. Perhaps it will take more time for marketers to realize how mobile activity has an effect on consumers. For now, there seems to be a disconnect. Mobile marketing data received from consumer search patterns and buying behavior is marketers gold that is underutilized so far. Various research models now let marketers quantify the effect of their marketing spend via mobile.
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