Do you know that not every piece of information about mobile marketing you come across is authentic and also associated with many mobile marketing myths?
If you don’t, it is high time for you to realize the credibility of such mobile marketing misconceptions.
Let us start with the question-‘What can you lose out when you ignorantly believe such misconceptions of mobile marketing?’
Firstly, you may underestimate the tremendous potentiality of mobile marketing and do not employ it in your business.
It is nothing but just losing out your business.
People in today’s modern world are either asleep or connected.
So, do not let the mobile marketing myths stop you from experiencing its vast reach.
Secondly, even though you employed mobile marketing in your business, you may end up not utilizing it to its maximum potential.
So, you need to block the influence of such mobile marketing myths in your strategies.
You might have formed many mobile marketing beliefs by considering the conditions around you.
But, you need to scale up your vision when you are considering it for your business.
And you can find that the reality is something different in macroscopic point of view.
Here are the most common mobile marketing myths which hinder you from leveraging its amazing benefits.
Myth 1 #
‘Mobile marketing demands sound technical knowledge.’
As soon as you hear the word ‘Mobile Marketing,’ it may leave you out with an impression that one needs to have a sound technical knowledge to venture into it.
But, it is a mobile marketing myth which gives you a big fancy picture about the marketing channel.
Mobile marketing deals with the utilization of technology, which include tools like mobile-friendly apps, websites, blogs, SMS, Emails, social media platforms, etc. to reach the customers.
But, it does not mean that you must be a technical expert to channelize your marketing strategies through mobile marketing.
There are several segments of the market like app builders, rich media designers, ad agencies, bulk E-mail and SMS service providers, CRM tool providers, etc. whom you can employ according to your strategy.
To pull out best services and work output from them, all you need is common sense.
You must know your customers before you approach the technical service teams who provide you technical support to reach them.
Similar to any other marketing trends, first, you need to analyze if that particular mobile marketing channel has the potential to reach the maximum of your customers.
If yes, then you need to think about the content and interface design with which you can approach your customers.
You should empathize with your customer and analyze how will they perceive the content.
For this, you need not be a technical geek.
Instead, you need to be creative and apply common sense to guide your design decisions to your technical service partners.
Your mobile marketing tool design should be attractive, exciting and easy to consume in mobile.
For example, if you need to have a mobile-friendly website,
you should optimize your site to work efficiently across the device.
You need to take care of every issue starting from image size, resolution, sentences length, text size, etc. as per the mobile screen size.
Your customers should not have to double click or pinch for zooming the mobile screens.
You need to make sure that the user experience of your website is rewarding.
Myth 2 #
‘Mobile marketing is not applicable to your industry.’
It is one of the most prominent mobile marketing myths, generally perceived in the industries which are not much technically advanced.
But you should also remember the fact that it is the era of internet and ‘online search’ is the most popular and regular tool which public use to find new businesses.
And according to Hitwise, Mobile devices account for nearly 60 % of online searches.
Already, many industries have realized the benefits of approaching the public through their extended organ, ‘the mobile device’ and initiated with mobile marketing.
And many more industries still have to understand the power of mobile marketing and yet to incorporate it into their marketing plans.
Is this where you lie?-holding yourself back from mobile marketing because your competitors are not still into it.
A real businessman always aims to stay ahead of the curve.
So, you need to be.
In one way, it is an advantageous situation for you as there will not be considerable competition for your business in mobile marketing.
If not today, at least tomorrow your industry may start voicing through mobile marketing.
If you wait till your competitors start, you are sharing your potential business through mobile marketing with them.
Therefore, you need to take action before anyone does to experience the most benefits.
The present and future are of mobile marketing.
Mobiles are going to be the first point of contact between you and your customers.
You need to think what mobile marketing can do to your business first, than about its usage in your industry.
Myth 3 #
‘Mobile marketing is quite an expensive deal which only big businesses can afford.’
It is one of the mobile marketing myths, which the small and medium scale businesses need to discard immediately.
If you consider mobile marketing trends like building a mobile-friendly website, mobile friendly app, etc. you may need to invest a reasonable sum of money.
But mobile marketing is not only about apps and websites.
Moreover, not all apps work successfully until or unless it creates the unique and consistent purpose for the users to download and use it.
You need to know the conditions in which a mobile app can work out well to achieve successful app advertisement.
So, it is according to the purpose you need to choose your mobile marketing strategy.
There are several other mobile marketing tools like SMS marketing, email marketing, etc. which provide you flexible deals along with great marketing.
According to Litmus, on an average of 43% of emails are opened on mobile devices.
And SMS marketing is exclusive to mobile phone users, which have the highest open rate of 98%.
You can use SMS marketing to establish and maintain personal bonding with your customers.
It leads to customers building trust in your brand and eventually results in more sales.
You can make use social media platforms like Facebook, Twitter, LinkedIn for posting mobile-friendly content at free of cost to interact with your customers.
According to the blue corona, 96% of small businesses use social media platform in their marketing strategy.
And in India, about 87% of Facebook users are accessing it via mobile devices.
You can also use geo-location services to place QR codes and NFC posters to drive your customers to your retail outlets.
Mobile marketing is such a platform which allows any business to leverage its benefits, with any level of marketing budgets.
In fact, it could work even better for small businesses where you can launch hyper-local campaigns with minimum marketing investments.
In this way, Mobile marketing is a channel which fits in any budget, with enormous scope to stand out from the overcrowded market.
Rest is in your hands, that how you make use of your creativity to reach your customers.
Myth 4 #
‘Mobile marketing reach is limited to the younger generation.’
It is natural for you to form this Mobile marketing misconception.
Because younger generation people are often visibly found using their mobile phones continuously.
It gives you an impression that they are the only generation who indulge more into mobile phone activities other than talking.
You may eventually form a perception that mobile marketing does not work if your targeted audience is not young.
It may push you to design your mobile marketing strategies, targeting only younger generation aging from 18-24 years.
But, it is an absolute mobile marketing myth.
If you limit your strategies to only generation Y, you are losing out your potential business from other generations.
People aging 18-24 use their smartphones a lot, but when we look at the data across all mobile devices, there are consistent results across all the ages.
According to Nielsen, 50% of mobile users are of age around 35 years.
Even, the older generations are also adopting mobile at a fast rate.
According to Pew Research center, public with aging more than fifty years are using mobile phones for texting, browsing, and access email as frequently as the younger generation.
So, do you miss the chance of advertising to them?
It is always better to trace down the buyer persona of your ideal customer.
It helps you to design your campaigns to appropriately targeted customers rather than limiting yourself to a single generation.
So, research about the age of your target audience before taking action.
Myth 5 #
‘If you have a regular website, you need not have a mobile version.’
It’s a popular mobile marketing misconception that a regular business site is easy to read on a mobile device.
You might be having a very user-friendly website for desktops.
Also, your website may attract very good traffic.
But, it may not work in the same way when your customer opens the websites on mobile devices.
Issues like slow page loading, difficulty in navigation, inconvenient image sizes, the requirement for zoom in or zoom outs, etc. arise due to small screen sizes and low processing power of mobile devices.
These problems may push your customers to leave your site and visit a competitor’s website immediately.
It ultimately results in higher bounce rates due to poor user experience in mobile devices.
According to Soc Pub, 57% of users won’t recommend a business with a poorly-designed mobile site.
So, if you do not possess mobile-friendly website, you are potentially losing a huge part of your audience.
Hence, you need to optimize your website for mobile devices.
You need to maintain a responsive website which can be easily used from any mobile phone available in the market.
Such websites can adjust its features according to the device in which it is opened.
Your mobile optimized website should be aesthetically different than the desktop version.
Users need not have to pinch the screen to read the text or view the images.
Also, they must be able to navigate freely and find what they are looking for within a couple of clicks.
Myth 6 #
‘Mobile marketing does not contribute much to conversions.’
It is true for online E-commerce conversions which are at a lower rate via mobile devices when compared to desktops and tablets.
But, when you consider how mobile marketing acts as an effective tool throughout consumer’s journey, it has a tremendous role in purchase decisions.
As customers spend most of the time with their mobile devices, using mobiles at any moment for purchase decisions is their most comfortable option than desktops.
When a customer thinks of any product or purchase, the first thing which comes to his mind is the ‘online search’ for it.
And the immediate and handy tool he finds is his mobile phone.
According to Marketing land, 90% of smartphone owners use their phones while making purchasing decisions in physical stores.
According to think with Google, 93% of people who use a mobile device for research go on to make a purchase.
And according to comScore, 78% of mobile searches for local business information result in a purchase.
That is higher than from any other kind of device.
In this way, the mobile phone has become a shopping assistant to the buyer, beginning from product research till purchase.
Apart from purchase decisions, mobile phone also serves as an excellent tool to maintain customer relationship.
You can employ strategies like SMS and Email marketing to interact personally at every stage of buyer’s journey to enhance the trust and bonding.
Myth 7 #
‘Consumers do not click on mobile ads.’
It is the mobile marketing misconception which is the result of wrong mobile marketing practices.
In the conditions where the customers are growing to be more and more mobile friendly, mobile ads are emerging as the most powerful mobile marketing strategy.
Mobile ads have a different interface and appear small on screen.
But, that does not prevent the consumers from clicking if they are interested.
According to wordstream.com, mobile devices account for 53% paid search clicks.
Also, mobile ads have 40% higher click-through-rates than that of a desktop.
And, 88% of clicks in mobile search ads are incremental to organic clicks.
An eye-catching Ad with striking visuals, relevant content and a clear call-to-action button always pulls good click-through-rate.
But, you need to remember that people are more involved in their activities on mobile devices than they would be on a computer.
It may make your mobile ad interruptive.
Therefore, your mobile Ad needs to have an immersion factor which can hold your customers to it.
For example, if you are pushing an in-app ad, the ad should have relevancy with the app which the customer is using.
Also, advertisers need to make sure ads reach their targeted customers.
Else, your customers may block the ads finding them irrelevant and interruptive.
Also, you need to make sure your mobile ads should be adaptable to different sizes and operating systems of mobile devices.
Therefore, your mobile Ad links will never fail when they are relevant and interesting.
On the final note
What do you think people browse from desktops and laptops which they can’t in mobiles?
It is nothing.
The term ‘mobile’ defines that it can be carried with you wherever you go.
Thus, mobiles have become a one-stop solution for all, in every aspect due to its mobility and accessibility.
That is where the opportunity and potentiality of powerful mobile marketing trends lie.
Today, the market is strongly dominated by quite user-friendly mobile applications which allows you to purchase any product just by a click.
Of Course, there are challenges associated with mobile marketing like in any other marketing techniques.
And you can overcome those challenges effortlessly using smart mobile marketing solutions.
But, most of the challenges you hear about mobile marketing turns out to be mobile marketing myths.
Do not let these mobile marketing myths push you under hesitation about this powerful marketing technique.
Any marketing strategy can be utilized to its ultimate potential when you conquer the myths whirling around it.
Let us know what do you think about these Mobile marketing myths.