Misconceptions of Mobile Marketing
GoMo News, in association with Adremixer, recently published an excellent report entitled “Do advertisers need mobile marketing agencies in a digital world?” While the report itself is well worth the read, I wanted to key in on a specific section that addresses some of the common misconceptions that clients have regarding mobile marketing.
An iPhone app is not the answer to everything
Thank you! Somebody had to say it. Often clients go into a mobile campaign meeting with visions of sexy iPhone apps dancing in their heads. It is up to us, as the mobile marketing agency, to work with the client and identify their mobile requirements and goals before deciding on the type of technology to use. iPhone apps are certainly an option, but there are other options to consider as well. QR Codes, SMS marketing, Mobile Web, etc, all have their own strengths and weaknesses like the iPhone, and it is important to choose the campaign strategy that will best meet the client’s goals.
The mobile internet is “not just a smaller version of the fixed web”
I couldn’t agree more. Not only is the technology different (Flash, page layout, touch versus click, etc), but the consumer intent is different as well. The reasons a user might visit a website on their cell phone are almost always different than the reasons the same user would visit a website on their desktop computer.
SMS marketing is not just sending unsolicited spam
There are definitely right ways and wrong ways to conduct a SMS campaign. A good mobile campaign can generate staggering ROI in a relatively short amount of time. A poor mobile campaign can have far reaching negative effects on a brand in the same short amount of time.
Any other misconceptions that you have encountered? Send me a comment!
Comments
I think the most common one we deal with is the perception SMS marketing is unsolicited spam. SMS Marketing is great way to distribute coupon offers to shoppers - especially during the holidays. Consumers always have their phones so it is one less coupon to get lost in purse or bag (or forget at home)!
“A poor mobile campaign can have far reaching negative effects on a brand in the same short amount of time.”
totally agree with this statement. ReachTel’s use of robo-calling has had a huge negative affect for me. The frustration is that there was no-one on the end of the line to complain too in an immediate fashion. Then when a compliant is issued it is disguised as ‘market research’ and labelled as legal but it is not morally right.
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