9 Most Common Mistakes in Mobile Marketing Campaigns
So you have toiled for days to create the perfect message for your mobile campaign. The copy is perfect, the message length is exactly 160 characters, the font is to die for, and all your colleagues and friends love your pitch.
However there is far more to a mobile marketing campaign than just the message, even though it is perfect. Who is your audience? How do you reach them - and perhaps more important than how, when do you reach them? Is your audience engaged with you and receptive? Do you make this easy for them? That is a lot of things to worry about but let me help you by describing the things you certainly should not do, the nine most common mistakes I’ve seen in mobile marketing campaigns.
1. Poor targeting and relevance
Get the right messages to the right people.
2. Not identifying the sender
Unfortunately for your message, if your customers do not recognize that it from you they will probably discard it without reading it.
3. Poor copywriting
Your third grade teacher was right - spelling and punctuation count. Be careful. Be professional.
4. Targeting the wrong audience with the wrong offer or message
This is worse than poor targeting. Poor targeting is when you
blast everybody with Florida vacation offers. Wrong targeting is when you blast people on the beach in Florida with Florida vacation offers.
5. Messages sent out at the wrong time
We agree mobile is 24/7 but there is a time and a place for everything.
6. Not allowing the recipient to unsubscribe
There is a saying ‘if you want someone let them free and they will come back to you’. Let your customers take control of their inbox, always provide an opt out option.
7. Typos
I really can’t think of anything more distracting than a sloppy message. All I see are the mistakes, not the message.
8. No personalization
Mobile is a personal device, take advantage, get personal and close to your target audience. Does anybody want to read a message sent ‘to whom it may concern’?
9. Inability to handle responses
You have done everything correctly, you have interested potential
customers, and you can’t close the deal. Get your systems and backend processes in place before launching a campaign; be prepared to manage high volumes.
A marketing campaign is not simply a message (regardless of how perfect It may be) - it is a multidimensional project that requires the proper time and attention. I hope this list helps you build your successful mobile marketing campaign.
Please post your comments and welcome to add to the list of mistakes.
