Mobile marketing has been evolving at a speed that is unknown in advertising, so it should come as no surprise that mistakes are being made by even the most skilled marketers.
Among them, the most common are the following. It is important to learn about them so that they will not be repeated.
• Failing to meet compatibility requirements – it is extremely effective to offer QR codes, text messages, and emails that will provide mobile device users with access to videos, websites, apps, and other types of content, unless they haven’t been made compatible with every device used by your consumers. If you’re going to make the effort and spend the money on targeting the mobile marketplace, make sure that it will work on any device that might be used to try to access it.
• Creating a mobile app but failing to spread the word – there are more than half a million apps available from Android, iPhone, and Blackberry app stores, so if you don’t promote yours, then you are automatically limiting its success because it is unlikely to be noticed, rated, and discussed by your customers.
• Over-targeting – though it is possible to obtain a great deal of non-personal information that can be used to personalize and target marketing messages, this activity requires a certain amount of scale in order to make it cost effective. By over-targeting, the returns may be diminished.
• Overlooking the importance of privacy concerns – customers are becoming increasingly concerned with their personal privacy and failing to follow all of the best practices and regulations in the industry for the collection, use, and security of information will only be harmful. Always ask the permission of customers before their information is collected and make sure that all ads and websites for the company include a link to its privacy policy.
