Mobile marketing is new for so many of us. Unfortunately, in these early days, this means many of us are making mistakes.
Here is a great article which talks about the 5 biggest mistakes many marketers make when it comes to mobile:
“1. Flaw: De-Emphasizing the Unique Nature of the Medium
Although they share a common infrastructure, mobile is not the traditional web. In fact, the two have few equivalents in the stationary web world. The stationary web is exactly that – inactive. With that said, why would mobile design, which should be focused on creating an experience unique to those who are actively on-the-go, be constructed with an inactive model in mind?
Mobile events are inherently transitive in nature. The different elements of the medium — constant connectivity, location awareness, personalization and social connection — add affinity to consumer/brand interactions and empower the medium uniquely as an events-driven interface. These features form the foundation for consumer interaction — a tight, relevant orchestration of branded communications among increasingly interconnected brand advocates.
2. Flaw: Treating Connected Consumers as Stationary Targets
Mobile consumers are moving targets; therefore, marketers must consider the variability of exchange. Where is the consumer right now? What is she interested in? How can I compel her to visit my store location? What can I reward her with to increase her loyalty to the brand? What can I do to make her feel included? How can I use the medium to make her encounter the brand more efficiently? What experience can I provide to her that she would feel compelled to share? When viewed through this lens, the possibilities for engaging consumers are limited only to the imagination and ingenuity of the brand.
3. Flaw: Ignoring the Power of […]