1. Not optimizing UX for mobile
Too often we see that companies use mobile as an extension of their existing marketing strategy. That means that the same message is sent to the small screen of the mobile phone. This is where marketers still have opportunities because the content on your mobile landing page should be different from desktop. The notion that creating a dedicated mobile website requires a lot of effort, time and money is a thing of the past.
2. No button above the fold
An important part of a mobile landing page is an attractive call to action button. These are easy to add, and are almost never missing. But there is more to it. The placement of that button is crucial for the click ratios. Especially in mobile marketing, the button must have a visible spot above the fold, so it’s visible immediately without having to scroll. Add your button without too much distraction and A/B test which spot yields the highest conversion.
3. Not adjusting channels to the target audience
Of course there is more to mobile marketing than mobile landing pages. You need to use the available channels wisely to attract visitors to those landing pages. Unfortunately, we often see that many companies limit themselves to channels that have worked in the past, with e-mail on top. Yet there are so many other channels available that allow you to achieve higher open and click ratios if you adjust them to your target groups. Think about Facebook Messenger, Voice, SMS and WhatsApp. Don’t forget to look for channels that are popular across borders, such as Viber.
4. Marketing without a CDP
The next point is an extension of the above. Every day, we’re able to learn more about our customers. By using a Customer Data Platform, you gain even more insights into the differences and behaviour of your target group. Having these insights allows you to build smart flows and send relevant messages to your customers at moments that matter.
5. No mobile-friendly payment methods
So now you send the most relevant message at the right time via the right channel, completely mobile-friendly. The recipient is convinced and wants to buy your product or order a ticket. But then you send him or her to a different website to complete payment, one that’s perhaps not as mobile-friendly. The consequence of that could be losing your conversion. With that in mind it is important to ensure that by using a Payment Service Provider, you can make direct integrations of secure mobile-friendly payment methods from inside your mobile campaign.
6. Different platforms for different steps
The essence of a successful mobile strategy is a smooth experience. Whether it be with or without a payment method, the customer journey must be a seamless experience. If you use different customer care channels for different contact moments, the customer doesn’t need to know. Your company should be reachable quickly via all channels, and you should have insights into previous contact moments from other channels. This is only possible if you monitor all channels via a single platform and create complete customer profiles.
7. Limiting yourself to text
For those who have been using mobile marketing for a while, the time where you could only use text in SMS is probably still fresh in your memory. Nowadays mobile marketing is no longer limited to text alone, you can send rich media, make attractive landing pages and have conversations as if you are communicating face-to-face. But now that this is a reality, it doesn’t mean that all companies are using these opportunities. And that’s a shame, because customers expect this. Take the time to research how your consumer wants to communicate with your brand, and select products and features that cater to their needs.
8. Not going into conversation
Does Conversational Commerce not play a prominent role in your marketing strategy? In 2019 you will not get away with a sales process in which customers have to switch from one platform to another. Conversational Commerce means that you can start and complete an entire transaction with a customer in one messaging channel. This means, for example, that you as a webshop can recommend and sell products from one single chat conversation.
9. Avoiding mobile marketing for fear of the GDPR
With the arrival of the new GDPR/AVG regulations in 2018, many companies have become more cautious in approaching customers via mobile. Yet that’s not necessary as it’s easy to comply with privacy regulations. The most important thing is that you explicitly ask for permission to send marketing messages. Starting GDPR compliant with mobile marketing is done in these 4 steps:
- Expand your current lead flows with a field for mobile phone numbers and an opt-in checkbox.
- Make your message personal and relevant.
- Provide a suitable opt-out management system.
With these 9 tips you can optimally deploy mobile marketing. Want to get started with mobile marketing? Ask for a demo of the Mobile Marketing Cloud.