Over just a few years, mobile technology has become indispensable to any online business. More than 90% of Americans own cell phones, and over half own Internet-ready smartphones. B2B decision-makers and ordinary consumers use phones to make buying choices every day.
Mobile has become so crucial that Google has implemented sweeping changes to its algorithms to reward sites with mobile-compatible design. “Mobilegeddon” had such a major impact on search results nearly half of Fortune 500 firms were not considered prepared for it.
So, how can today’s brands market effectively on mobile?
Look out for these common mobile marketing mistakes:
Underestimating App Saturation
Most consumers aren’t as interested in your brand’s app as you might hope. Research shows U.S. and UK consumers spend 80% of their mobile time on just five apps. Facebook, YouTube, and Maps are among the most popular. Winning adoption of an app is an uphill battle, with app usage dropping 77% within 72 hours of installation. Most brands are better served focusing elsewhere than on a soon-to-be-neglected app.
Pestering Users with Intrusive Ads
In late 2015, Apple’s iOS 9 operating system made a splash by incorporating the ability to block mobile ads. In a matter of days, ad blockers became the most popular App Store items. Many brands think they can win the advertising arms race with bigger, brassier ads – auto-playing videos, eye-blasters, and more. This hasn’t proven true in practice. Think targeted, contextually-relevant ads that respect users’ time.
Failing to Gather and Use Data
Users have mobile, desktop, and in-person experiences with your brand. Each of these shouldn’t be seen in isolation, but as distinct parts of an interrelated ecosystem. The easiest way to see this in action is to understand that many users will research online, then buy offline. Motivating them to take action may be as simple as offering ultra-targeted coupons or bonuses – but it’s only possible if you’re recording behavior throughout every customer touch-point.
Forgetting to Invest in Mobile
The latest Forrester Research report on mobile marketing trends reveals only 20% of marketers have a budget that meets their mobile goals. Only 33% are confident they know how to measure mobile ROI. Much of this might be due to ideas about mobile as a “subdivision” of the digital channel. Mobile has developed so quickly, this idea is already old-fashioned. Brands should be wary of received wisdom and seek fresh strategies truly native to mobile.
Over the next decade, successful brands will elevate mobile marketing to top-priority status alongside their other digital and in-store efforts. That process will involve plenty of research and refinement – so the best way to achieve faster ROI is to take a proactive approach in 2017.