As more consumers turn to mobile devices to connect with the digital world, marketers are also getting on board the mobile revolution. But with the inherently personal nature of mobile, getting the marketing wrong by being overly intrusive or needy can kill brand loyalty.
According to Ben Hordell, founding partner for DXagency, the intimate nature of mobile is perhaps one of the biggest challenges for marketers. Push notifications and apps enable marketers to connect to consumers wherever they are. But Hordell says it’s a delicate balance.
One big difference with mobile as compared to other mediums is active engagement. For instance, with email, you can always choose not to open the message, and with magazines, you actively turn a page.
This difference is also what presents yet another challenge for marketers trying to define and refine the user experience. Intrusive mobile campaigns can be annoying or spammy. Much like social marketing, it’s important to be consumer-centric rather than self-serving, Hordell says:
You want to make sure your offers are personalized and that you’re actually providing value, rather than using mobile solely as a beacon to get your message out. It’s not about your message, it’s about your consumer and their needs first.
To that end, Hordell offer three tips for avoiding common mobile marketing pitfalls:
- Don’t be annoying. In other words, don’t flood your consumers with too many messages. Hordell says that, especially in the beginning, less is more. Use your data to see how people are interacting and to make sure what you’re doing is working is key.
- Don’t be needy. Hordell defines needy mobile marketing as asking before giving. Are you constantly pushing out messages about sales and begging people to buy your product? Better to personalize the message for the individual. For example, if someone was recently in your store, Hordell says you should thank them and maybe offer a coupon for their next visit.
- Do provide value. There are two big reasons people stop using apps: the have complicated interfaces and provide no real value to the consumer. Hordell says the best loyalty apps are easy to use and provide a personalized experience with point tallies, offers and other useful features.
Readers: What other tips would you offer?
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