5 mobile marketing myths exposed:
Last year saw a tremendous growth in the significance of mobile marketing, with increasing numbers of consumers now accessing the Internet and social media from their smartphone devices.
The impact of mobile marketing promises to continue and grow in 2014 and many marketers are already investing in mobile campaigns. However, there are a few misconceptions and assumptions about mobile marketing, especially on what constitutes mobile marketing and what does not.
1. An iPhone App is a mobile marketing strategy
Many companies that develop iPhone and Android apps are really proud of their work, which they should be since mobile apps are a fantastic product. However, what about the target audience that have neither iOS nor Android?
Mobile apps are a great tool to have, but an app alone doesn’t constitute a mobile marketing strategy. The app should be integrated in a wider mobile marketing strategy that includes other aspects such as SMS campaigns, mobile internet searches, optimised emails or QR codes. So the key point here is that you need to utilise your mobile app to the benefit of your audience alongside other campaigns and not rely on the app wholeheartedly.
2. Mobile marketing is mobile advertising
It is very important to distinguish between mobile marketing and mobile advertising since they’re not the same thing. It is equally important to understand whether you want to focus on just one or both.
Whilst mobile advertising includes paid ads such as banner ads or paid mobile search campaigns, mobile marketing is more about “earned” and “organic” media searches.
Very similar to social media, mobile marketing is about interacting and connecting with customers and potential clients. Your mobile marketing campaigns should be contain valuable and about aim to create long-term relationships with customers, rather than purely creating ads.
3. Mobile marketing is very complicated
There are some technical parts of mobile marketing that need to be understood, but the interactive communication needed to effectively use mobile marketing is similar to other marketing channels.
The secret to success is to use mobile marketing strategies that are right for you and appeal to your audience. This will make your campaigns much more effective and targeted. It often means not rushing toward the ‘latest and greatest’ marketing technology, such as augmented reality or a complicated user experience, just because “everyone else is doing it”.
4. Mobile users are all the same
Many companies prefer not to invest in mobile marketing since they assume that it is not relevant to their audience demographic or that it only reaches a small number and certain type of person.
Both third-party research and our direct experience supporting client programs shows that these assumptions are not correct. Google’s “Our Mobile Planet” shows, for example, that 52% of all smartphone users watch television whilst also on their smartphones. Another study from Telefónica’s O2 UK and Sony Mobile showed that 75 percent of the respondents used their phone whilst in the bathroom.
Thus, the point being that you should not make assumptions aboutyou’re your desired and target audience use their mobiles. Instead research your audience thoroughly and you may be surprised in how high their usage of mobile phones is.
5. Mobile marketing is too invasive
Many people are afraid to give their mobile numbers to companies in fear of receiving multiple unwanted calls or text messages, especially when mobile phone technology enables precise location tracking.
The reality is that when it comes to code-based text messaging campaigns, the wireless carriers have strict consumer-focused opt-in guidelines. Companies who do not obey these guidelines have their programs shut off and are heavily fined.
There will still be a few unwanted text messages delivered and companies with unscrupulous practices, but it is unlikely that SMS spam will become widespread like it has with email.
It’s the way you utilise mobile marketing and plan your campaigns that is going to make your customers trust you.