Strategy Analytics predicts that advertiser spend on mobile media will almost double from $6.3 billion to $11.6 billion. Certainly there are plenty of marketers diving in, and they’ve made their share of mistakes along the way.
The good news is that we now have lots of examples from which to learn, and many mobile marketing mistakes are easy to avoid. Here are four to watch out for:
1. Failing to optimize your landing page for mobile.
Solution: This is like putting the cart before the horse, and failing to optimize the landing page for your mobile display and search campaigns can cost you valuable conversions. To ensure you’re providing users with a fast mobile experience free of pinching and zooming, check out our guide on “How to Build a Mobile Website.”
Example: Mobile Marketer seems to have a new example every week of an advertiser that hasn’t optimized a landing page for mobile. White Castle, P.F. Chang’s and Target have all run into this problem recently.
2. Using the same paid search campaign for desktop and mobile.
Solution: Mobile searches are inherently different from those of desktop, and if you’re using the same paid search campaign for both, you’re missing out on an opportunity for better results. Google suggests modifying keyword selection, adjusting bids and utilizing mobile-specific ad formats to drive performance with a separate mobile campaign.
Example: At the time of writing, a search for “flower shop” on my mobile device yields results from businesses large and small. Local business Lawrenceville Flower Shop comes out on top with a click-to-call ad, while other small businesses have missed the opportunity.
3. Deploying QR codes that can’t be scanned.
Solution: If your QR code can’t be scanned, it’s just taking up valuable space. Thorough testing is extremely important, and be sure to follow these design-related best practices to improve reliability. Also, remember that your audience should be able to access the Internet (no subways) with the ability to stop and scan (no billboards).
Example: 60 Second Marketer featured a guest post on the “Top 5 QR Code Fails of 2011” – proof that with new technology, even the most seasoned marketers are bound to mess up.
4. Breaking the rules in an SMS marketing campaign.
Solution: There is an alphabet soup of laws or regulatory/advisory organizations that rule the SMS marketing land, including CTIA, MMA and CAN-SPAM. If you break the rules, you could have your campaign shut down along with those of marketers using the same short code. Become familiar with the MMA’s Best Practices (PDF), then for good measure, review the CTIA’s Playbook.
Example: T-Mobile famously blocked all messages from SMS marketing company Ez Texting in 2010 due to alleged violations from a single marketer.
Without a doubt, you will make some mistakes as you expand your mobile marketing efforts, but by following the suggestions above, you’ll avoid mistakes that even the biggest companies have made.