When something becomes as ubiquitous as mobile marketing, the issue of repetition and predictability rears its head. One of the cornerstone’s of any successful marketing strategy is originality. So how can you avoid using the same old practices as your competitors? To stand out from the crowd, avoid these over-used - or just plain wrong - mobile marketing tactics like the plague:
1) Mobile Exclusivity
We love mobile marketing. We think it’s the most important element of a modern marketing strategy. But that doesn’t mean it should be used to the exclusion of other approaches. Open your mind beyond getting that coveted home screen app spot and you’re more likely to achieve that very goal. Encourage users to engage with you in other ways first. Social media is a good way to start a conversation and develop your brand image in a way that pays off in the long-term. Once you’ve secured a reputation, it’ll be that much easier to achieve your mobile-centric ambitions.
2) Assumption of Intent
Just because someone is walking past a restaurant doesn’t mean they are hungry. Marketers, amped up by the possibilities of geo-targeting technology, often make the mistake of assuming that customers who can be reached should be reached. A good understanding of user intent - based on data, not assumption - will help you provide a better experience.
3) Channel-Specific Databases
Often, marketer’s instincts tell them to organize their customer data by the channel through which it was collected. But lumping mobile users or desktop user together doesn’t give you much insight when you consider that most people will use both channels at various times. Instead, create singular customer profiles using data from all channels.
4) Poor Timing
So you’ve got the right message for the right audience. Job done right? Wrong. ‘Choosing your moment’ is one of the most overlooked mobile marketing tactics, but it’s absolutely essential to get it right. This is especially true for brands who serve a wide audience spread across different time zones. Stagger your text messages to arrive at the most convenient - or least inconvenient - moment. Research has shown that early afternoon text messages, sent between 1-3pm, are the most well received. And don’t send them too frequently. In most cases, two notifications per month from any one brand should be a maximum.