The explosive growth of smartphones and tablets has changed the face of marketing for good. Though mobile marketing was considered as experimental few years back, it’s now the mainstream channel of marketing for businesses of all sizes from SMBs to large multinational enterprises. The benefits of mobile marketing are obvious – instantaneous reach, borderless communication and mass coverage.
While there’s no doubt that mobile marketing is a powerful tool for marketers, I strongly believe that they need to avoid these 7 don’ts.
Multiple Bulk SMS
I have no qualms in accepting that despite being a marketer, I hate receiving multiple bulk messages about any campaign – it’s irritating to say the least. While bulk SMS is an effective tool, it must be used diligently rather than flooding users with unsolicited messages.
Mobile users have a short attention span. Whether it’s mobile websites or texts, cell phone users typically like the information to be short, sweet and to the point. Avoid using long messages and understand that there’s no point beating about the bush.
Respect User’s Privacy
Make your mobile marketing campaign’s policy clear to the target audience and make sure you do not infringe their privacy. I, for one, would not appreciate unsolicited calls without a prior confirmation via text and/or email. Avoid calling/ texting at odd hours.
It’s all about clicks
A lot of mobile marketers are merely concerned about click rates and impressions. While clicks are important, a mobile marketing campaign needs to account for several other key metrics including location, device types etc.
One size fits all
While smartphones and tablets are used by people of all age groups, it’s unwise to target them all using a one size fits all mobile marketing campaign. Have a well-defined strategy for each segment – kids, teens, adults and even baby boomers as part of your mobile marketing strategy.
No website optimization for mobile
Unless you take care to ensure that you website is optimized for mobile access, customers and prospects are going to have a harrowing time using it. A website is your identity in the online world and if people find it difficult to use it on their mobile devices, it’s bound to leave a bad impression for your mobile marketing campaign.
Don’t overdo it
I’ve come across a number of mobile marketing campaigns go wrong because they overdid it. In fact, mobile is such an effective media that a number of marketers don’t know where to draw the line. If you over do it, it ruins your mobile marketing campaign altogether.
What’s your take on the dos and don’ts of mobile marketing? Please share your opinion by leaving a comment.