Mobile is the future of advertising. With more than three-quarters of American now owning smartphones, it’s become the most effective way for businesses to communicate with and market to their audience. As businesses rush to keep up with the ever-advancing mobile technology, it’s easy to make mistakes along the way. That’s inevitable. But these three mistakes are the worst of the worst and should be avoided at all costs.
Not optimizing for mobile
The year 2016 was the year mobile web traffic surpassed non-mobile web traffic. With each passing year, mobile web traffic will put distance between it and traditional web traffic. In short, more and more people are accessing the web on tiny screens as opposed to bigger ones. Despite this, there are still many business websites that are designed solely to be viewed on computers or laptops. This creates an unpleasant experience for people trying to access it from a tablet and especially a smartphone. Pinching, zooming, squinting, and waiting for slow loading times wear out smartphone users quickly and many will leave the website never to return again. Every day your website isn’t optimized for mobile is a day you’re losing potential customers. Not only do non mobile-friendly sites annoy customers, they’re more likely to be ignored by search engines like Google that utilize advanced algorithms to give preference to websites over others and one of the things they look at is mobile optimization.
Not using the SMS marketing channel
Of all the mobile marketing channels out there, SMS is the oldest and most effective and important. While some may see it as old fashioned and pass it up in favor of in-app advertising or even developing new apps, SMS marketing needs to be a part of your strategy–a big part. Texting is far cheaper than the cost to advertise in apps or to develop an app. It’s also more effective since 95% of all texts are opened and read within three minutes of being received.
Not allocating enough of your marketing budget for mobile
Mobile marketing needs to be getting the majority of your digital ad spending. Businesses will spend more than 100 billion dollars globally on mobile marketing in 2017. That accounts for just over half of all digital advertising spending. By 2020, mobile marketing will account for 75% of digital ad spending or more. Businesses are recognizing the power of mobile and any business that wants to keep up will have to do the same.