business messaging blog
Three mobile marketing mistakes to avoid
Scott Navratil

It’s safe to say that mobile marketing isn’t just a fad. It’s here to stay. Many are calling it the new frontier of the marketing world. With each passing year more and more business owners are finally convinced that it’s time to give mobile marketing a try. But as is always the case when launching a marketing campaign in a new channel, there are many pitfalls that business owners are unaware of. Because mobile marketing encompasses so many different channels, the number of possible mistakes are huge. No mobile marketer will ever create the perfect mobile marketing campaign without making a few mistakes. But here is a look at three particularly nasty mistakes and how to avoid them.

Failure to optimize for mobile

For several years now mobile web traffic has been steadily catching up to web traffic from desktops. It’s projected that within the next year, mobile web traffic will surpass traditional web traffic. Think about that for a moment. That means that more than half of the people visiting your website will be on some kind of a mobile device. Unfortunately, most businesses still haven’t caught up with the mobile age. Websites that aren’t optimized for mobile devices won’t be viewed properly by nearly half of all people visiting that site. Of course many of those will suffer through it to find the information they want by pinching and zooming on their tiny screen. But it’s impossible to know just how many customers businesses are losing by failing to optimize for mobile.

Fortunately, there is an easy solution to this mistake. Responsive design is a type of web design that automatically optimizes the website for the device being used to view it. Rather than having to operate two separate web pages, responsive design allows you the convenience of using just one website for desktop and mobile users.

No call-to-action

When you’re thinking as a marketer, it’s easy to just assume that the customer will know what you want them to do as a result of an advertisement. The best advertisements are those that include a call to action. By expressly stating what action you want the consumer to take, you give direction and purpose to your advertisement. While calls to action are important for all marketing channels, they are especially crucial for mobile.

A good call to action will be very clear and impossible to miss. Your call to action should be concise, bold, and as specific as possible. The right call to action is often the difference between a sale and a lost customer.

Failure to target audience

Most business owners, when asked who their target audience is, would say, “everyone.” In an ideal world, everyone would hear and be influenced by your advertisement. But in the real world, trying to reach everybody through an advertisement will result in reaching almost nobody. A good mobile marketing campaign will be tailored for a specific audience.

Make sure you spend sufficient time deciding on your audience and coming to understand their needs and interests. With this information you’ll be able to create a mobile campaign that is much more likely to reach that audience.


Chantel Fullilove

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