There are a few things that you absolutely need to do to ensure that you get your mobile marketing campaign right.
Like many things in business, knowing the rules that govern mobile marketing will ensure that you have success as soon as you launch.
You need to sit down and come up with a marketing plan designed specifically with mobile marketing in mind. Mobile marketing is a tool – like any other in our marketing toolkit – and it must be treated as such. Be aware of how close most people keep their phone and how intimate the relationship is there. Mobile marketing allows you to be part of a people’s lives in a way that few other marketing programs will allow. If they allow you to send them texts never, ever take advantage of this privilege. This will harm everyone involved and will certainly not help you take your campaign further. Abusing SMS marketing privileges is a violation of customer trust that is hard to recoup from.
Ensure that your website is optimized for mobile browsing. If your customers click on the links that you are sending them to, but find them impossible to navigate, difficult to read or they just won’t load then you are losing that customer over something that you could have easily fixed.
It is important that all graphics are designed specifically with smart phones in mind. Again, a graphic designed without this consideration may not fit on the screen and could look anything but nice. Even worse are plugins – particularly plugins that “float” – that have not been optimized properly for mobile devices. Be sure to work with your marketing team or webmaster to have those issues worked out before you launch your marketing campaign.
The main thing here is that you should be able to put yourself on the receiving end of your marketing campaign and still have a pleasant experience with it. It is extremely important that you proofread your text messages and that you double check all links.
We all make mistakes, but mistakes in mobile marketing may cost you more than you had budgeted for. Last but not least, ensure that the mobile marketing campaign is done with your brand in mind and that it fits in with your company’s mission and voice.
