business messaging blog
Seven mobile marketing myths that mislead business owners
Scott Navratil

Business owners can no longer afford to ignore mobile. It has become a necessary component to any businesses marketing strategy. Not convinced? Consider these statistics:

  • There are approximately 1.5 billion smartphones in use today
  • The average American will spend approximately two hours a day using a mobile device
  • Mobile accounts for nearly half of all internet searches
  • 57% of consumers won’t recommend a business with no mobile website

Despite these facts and the obvious benefits of running a mobile marketing campaign, many business owners are dissuaded by myths and misconceptions surrounding mobile marketing. Others get involved and give up early for the same reason. Here’s a look at seven common mobile marketing myths:

  1. Mobile marketing is a fad. Many business owners are hesitant about mobile marketing because they believe it’s just another fad, here today and gone tomorrow. They couldn’t be more wrong. Mobile marketing has already been around for years. It’s surpassed every other form of advertising and it’s here to stay.
  2. Mobile users are all the same. A common misconception about mobile users is that they’re all teenagers and twenty-somethings. Marketers with an older target audience sometimes feel that mobile marketing would be ineffective. In reality, over half of mobile users are over 35. Even the 65 and over group is catching on to mobile technology.
  3. A traditional website is sufficient. Many business owners are hesitant to invest in a mobile website or in responsive design. They feel a traditional website is good enough. But business owners shouldn’t underestimate the importance of having a website that is optimized for mobile. As mobile web traffic now accounts for nearly half of all web traffic, businesses not ready for it are missing out on a huge opportunity.
  4. Mobile users are out and about. When a business owner imagines the stereotypical smartphone user, they imagine a person on the go. While many mobile users are on the go a lot, many are actually sitting comfortably at home browsing the web or playing a game on their mobile device. That group shouldn’t be ignored.
  5. A mobile app is all you need. Many less familiar with mobile marketing assume that designing a mobile app is what it’s all about. In actuality, there’s no faster way to blow a marketing budget than by investing in a mobile app. While it can be very effective, the vast majority of apps are never downloaded, or are downloaded once and then deleted forever.
  6. Longer engagement is better. Marketers are used to assuming that the longer a consumer engages, the more likely that consumer is to make a purchase. With mobile, that simply isn’t true. In fact mobile users usually know exactly what they’re looking for. If they find it quickly, they purchase, if they don’t, they look elsewhere.
  7. The more content the better. With all forms of marketing, and mobile marketing especially, less really is more. Too much content can overwhelm and confuse consumers while a little bit of just the right content can win them over.


Chantel Fullilove

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