5 common mobile marketing mistakes

As mobile marketing becomes the NEXT Big thing and more prevalent this article by Rimma Kats re-posted from Mobile Marketing becomes very relevant.  Hope you gain some insight from it.

SteveB

Marketing ReImagined

By Rimma Kats

Consumers using mobile coupons

Nowadays, marketers are incorporating mobile into their efforts to stay ahead of the game and drive engagement. However, companies are still making several common mistakes such as leading consumers to a non-optimized site, which can deteriorate the user experience.

Mobile provides great opportunities for companies to reach as many consumers as possible on a device that is personal to them. With the explosion of new technologies such as augmented reality and QR codes, marketers are adding them into the marketing mix to reach tech-savvy consumers.

Here, industry experts sound off on the five common mobile marketing mistakes.

Poor execution
Last year alone, companies such as Target, Boar’s Head, P.F. Chang’s and Chipotle ran mobile advertising campaigns.

However, they all had one thing in common – they were not optimized for mobile.

While creative for a campaign may be great, without a properly executed mobile-optimized landing page it is nothing.

Marketers need to realize that if they are running a mobile campaign – it has to be optimized throughout.

Consumers no longer want to pinch-and-zoom.

“In my opinion, the biggest mistake marketers make in mobile is not linking the campaign to tracked performance metrics,” said Wilson Kerr, vice president of sales and business development at Unbound Commerce, Boston.

“Online, performance is measured by clicks and likes and other non-monetized engagement,” he said. “Mobile, on the other hand, is all about capturing that contextual here-and-now, real-world moment when consumers are most likely to buy.

“When we build a mobile commerce site for a retailer or brand, we sell our services via the inclusion of integrated marketing tools that drive sales and connect the dots between mobile marketing and mobile commerce.”

Chasing shiny objects
For many big brands, mobile is all about the new shiny objects – many of the technologies that their competitors are using.

However, companies are forgetting the No. 1 rule: Keep it simple.

“Marketers often forget that with mobile the job is the same as it always was – to sell more stuff,” said Jeff Hasen, chief marketing officer of Hipcricket, New York.

“The what remains the same, it’s the how that’s different,” he said. “Some who fail chase shiny objects rather than go for mobile products and tactics that work.

“Ford saw a 15.4 percent lead-generation rate by adding a simple SMS call to action to traditional media. In my mind, that case is what’s cool with mobile – not the pixie dust stuff we might get at SXSW that can move a marketer’s business backward.”

Following the path of online advertising
Mobile seems to be following the well-traveled path of online advertising with the same old strategy of placing ads around the experience taking up valuable real estate with irrelevant, interruptive and ignored advertising, rather within it.

It is important that marketers understand what their target consumers are doing.

“Mobile marketing holds tremendous promise for marketers and the medium is experiencing a fever pitch,” said Chris Cunningham, cofounder/CEO of adtivity by appsavvy, New York. “We continue to ignore activity behaviors, while advertising to have association with premium sites.

“The definition of premium has changed,” he said. “If mobile publishers and advertisers continue down this path, we’ll be left with another broken digital marketing promise.

“How do we fix it before it’s too late? We need to change our mindset and think beyond what we already know and for the first time in the Internet’s history think about the user – the people.

Measurement
For years, marketers have been talking about the dilemma of measuring their campaigns and, many times, companies simply run an initiative without tracking their results.

Companies spend a great deal of money and effort to executive and effective mobile campaign. However, those that do not track it are not only missing a big opportunity to better connect with consumers, but better reach them in the future.

“Marketers are jumping into mobile without tracking the effectiveness of certain tools,” said Mike Wehrs, president/CEO of ScanLife, New York.

“Mobile can deliver some amazing business intelligence that marketers never had access to,” he said.

“Marketers need to use technology to help them decide what is effectively delivering the best ROI.”

No promotions
Another mistake mobile marketers make is not promoting their mobile programs effectively across all promotional platforms.

Every successful mobile marketing is based on the number of consumers who participate in it, so promoting the program to drive opt-ins is key.

“Many unsuccessful programs can be tied to a poor call to actions such as using small text to promote opt-in information, lumping the program call to action with the promotion of other mobile programs or limiting promotion to just the Web, banner ads or simple in-store signage,” said James Citron, cofounder/CEO of Mogreet, Venice, CA.

“The greater the promotion of the program, the greater the awareness of the program and the stronger the chance of increasing opt-ins and participation,” he said.

 

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Is There a Place for Word of Mouth Advertising in the Digital World?

digital business solutionsLets cut to the chase.  Absolutely!  In fact it is alive and well and possibly more effective today then it was 20 years ago.  It is simply just a process of leveraging where your customers want you to be.  Did you get that?  Not where your comfortable, but where your customers are comfortable.  Here is a graphic of the minimum digital properties your small business should own:

Pitfalls

To this I would caution that email marketing is seeing signs of decline for effectiveness.  Even though the latest studies show that open rates are up, that stat is skewed because of the proliferation of “Deal of the Days” (groupon, livingsocial, etc.)  In a couple of weeks I will share with you why Groupon is bad for business, but that is another post on another day.  In my real world interaction with small business and my email marketing to 40k plus subscribers, there has been a significant decline over the last couple of years.

One item not on this list that I would suggest for the small business owner is a blog.  It is a great way for you to communicate and vent, specifically when it is tied to all of your other digital properties.
Another downside is time.  Some of these products do take time. (which most small business owners don’t have)  The alternative is to hire a service to manage your accounts which can actually be quite cost effective.  However, with the proper connections between all or your products it really is a simple task to post once and have your promotions, events or thoughts travel to all of your digital properties at the same time.

Making Marketing Fun Again

Marketing should be fun.  The reason it became un-fun is because of cost and lack of tracking or effectiveness.  It is very hard today to get a decent ROI on traditional marketing efforts.  Think your TV advertising is kicking butt?  I have a client that purchased $7500 worth of TV advertising and was ecstatic that many of his customers were mentioning that they saw him on TV.  Good…but, I asked him to track new customers and existing by making it part of his greeting: “Hi welcome to _________, have you been in before?”  Yes or No “Did you see our TV ad?”  Here is where it got interesting, a 4 week flight brought in 57 new customers.  Seems like it worked, right?  That is until you divide $7500 by 57…ouch, that is $131 per customer!  We could go deeper into the mathematics of actual ROI by factoring food costs and so forth, but i think you get the idea.  Paying a marketing company a couple of hundred dollars a month doesn’t look so bad now.

Back to the original thought, marketing should be fun.  When you have a mobile marketing platform, Facebook and Twitter, you can put all of the crazy things you have always wanted to do but couldn’t afford the failure of paying the bucks up front.  Here are 5 things to keep in mind:

  1. Make it worth your customers effort.  Groupon didn’t invent half off (75% off for the business owner) just the delivery system.
  2. Have multiple offers and change them up often.
  3. Use your platform to post community events.
  4. Use your platform to announce new product, menu items or special buys.
  5. Get a calendar with all of the obscure holidays listed.  One of our most successful holidays is Emelia Earhart Day.  It took a couple of years but, the rise in engagement was significant.

So go out there and have fun, engage your customers and they will create word of mouth advertising for you and it will by far be the most cost effective marketing you have ever done.

Here is a fun piece we’re doing for the launch of Marketing Reimagined.com :

We’re Nuts

Have Fun, Make Money and whatever industry your in, Provide the Worlds Greatest Experience!

Club Victoria Open for Frisco Festival – Get Your Cajun On

Located at 113 W Walnut

 

Club Victoria Creole Nouvelle will be open this Thursday, Friday and Saturday for the Frisco Festival and be open those days through September.  We should be getting our liquor license by the end of September with a invitation only grand opening of the completed bar area and expanded menu and hours happening sometime in early October.  Thanks for the great turn out at the Twilight Walk last Friday, we were slammed.  If you have any questions or comments please see Victoria or email vic@digitalairmedia.com.  We will look forward to seeing everyone this weekend.  Please text clubvic to 71441 or scan QR to be entered into a contest for a $50 Gift Certificate and special offers, events and news.

 

August 24th and 25th

 

The Frisco Festival has been delighting people from all over for more than two decades. Located in the Rogers Historic District it will be held this weekend  Friday, August 24th and Saturday August 25th, this family-friendly festival is named in honor of Rogers’ rich railroad heritage. Area businesses sponsor what is the area’s biggest party including rides, music, delicious food, car shows, and so much more. A few signature events include the Chilisalapeno Competition, Kid’s Connection, Frisco Chicken BBQ, Frisco Idol, several car shows, main stage entertainment … all topped off with street dances on both Friday and Saturday night.  This event is so big it has its own website. Check out www.friscofestival.com  for more information about the upcoming event!

Club Victoria Creole Nouvelle Opens for Business

Club Victoria opened last night to rave reviews.  I was fortunate to be part of this great experience.  From chopping veggies to designing the new menu, it was a lot of fun.  Don’t forget that the Sneak Peek continues tonight at 5 pm.  I will be there again helping out (most likely trying to stay out of the way).  My new office will be located upstairs in the next couple of weeks so I will get to meet many old friends and new ones as we hope to enhance the Downtown Rogers experience.  Text ‘clubvic’ to 71441 to get entered into a contest for a $50 G.C.  Here are some pics from last night:

A Father and his son were the first customers to walk through the door last night. They were soon joined by his Wife and other son.

Jambalaya was by far the most popular dish. Sold out!

The cheesecake brownies were the second most popular dish. We had some guests that skipped dinner and just had a brownie…things that make you go hmmm.

RAF: An Acronym for Small Business Marketing Domination

Acquisition, Frequency, Retention…The Holy Grail of Marketing

Have you ever asked yourself, “What should I expect from my marketing programs”?  If you are like most small businesses there is probably one answer that is resonates with you: NEW Customers!  Is that the correct answer?  Yes, however that should only be the side effect of a good marketing program.  Wait, before you call out the lynch mob hear me out.  The Holy Grail of sound marketing is:

  • Customer Acquisition (Entice NEW customers to give you a try)
  • Customer Frequency (Get them to come in more often)
  • Customer Retention (Keep them from going to the competition)

Okay, hopefully we are on the same page now.  However, In the next update I am going to suggest an entirely different spin on the order of these rules.

Side note: In all my years as a small business account rep, overwhelmingly I was told by most business that “Word of Mouth” is their #1 marketing solution.

Welcome!

Welcome to Digital Air Media.  Over the next several weeks we will work hard to demystify marketing.. We hope you will look forward to learning about the intricacies of both old media and new media pitfalls and opportunities.  We will start with a brief history of marketing, with a primer and simplification of marketing realities.  We will look forward to your comments, insights and responses.  We are not the absolute authority, just an idea for your consideration.  At the end of the day, if we propagate some kernal of knowledge that allows you to prosper…Then we all win!!  Uniting the Connections…Between Us!