Common Mobile Marketing Mistakes
How many of your customers rely on their smartphone throughout the day? Pew Research says that 95% of Americans own a cell phone of some kind and 77% of those are smartphones. In 2011, 35% owned smartphones, so your customers might be more smartphone-savvy than you think. ChainDrive’s Mobile Marketing component equips retailers to reach their customers on their phones, but there are some mistakes that will get in the way of a successful mobile marketing strategy:
- Not Mobilizing Content — smartphones access web pages differently than desktops do, so web pages need to be set up correctly for mobile or be bad experiences.
- No Call To Action — make the desired response simple to understand and easy to do.
- Broken Links — QR codes that don’t work, web pages that are not mobilized, and constant error messages are good ways to lose customers.
- SMS That Looks Like Spam — links to your login screen make people think you are phishing because online safety education teaches users to avoid embedded login links.
- SMS That Looks Like Form Letters — generic salutations like “Dear Customer” have no place in targeted marketing campaigns and if you have their number, you should also have their name.
- Not Targeting Messages Correctly — if diapers are on sale, that’s good to know IF you have a need to stock diapers. Otherwise, diaper sales notification texts are annoying interruptions.
- SMS That Doesn’t Coordinate With Other Experience — multiple channels means there needs to be an integration of information so the retail experience is seamless.
- Not Knowing Your Customer — mobile users do not all use the same phone or have the same types of service so it’s important to know your audience by using good analytics tools.
- Thinking Mobile Marketing Means Making An App — apps can be good but they are not necessary for successful mobile marketing. Not everyone uses an app, but most mobile devices get texts so SMS marketing is universal.
- Not Using The Potential of Mobile Marketing — ChainDrive Mobile Marketing equips retailers with the tools they need to reach consumers in motion. SMS technology is a cost-effective way to reach every cell phone user that asks for special offers, store event notification, and more.
You can directly engage your customers with targeted marketing messages that offer them exactly what they are looking for — no mistake about it.