Most marketers are aware of the value of incorporating mobile engagement in their advertising strategies but unfortunately many are struggling to get the results that they want. Some issues with mobile engagement are a result of bad habits that are failing to get the type of interaction that marketing companies want from their customers. Here are some of the problems that could be contributing to a lack of success with mobile marketing.
1) Spamming Users
Most mobile users view notifications as a distraction and many marketers may make the mistake of “spamming” their customers with too much information. You should be strategic about using push notifications instead of sending every user updates. If you try to personalize notifications based on user behavior you will most likely see better open rates and retain more customers. When sending a push notification you should first think about the audience and the behavior it best fits with so that you are not simply sending out another annoying distraction.
2)Taking Advantage of Personal Data
For the most part, customers are okay with companies using their personal information but only as a way to create a more personalized experience for them. They expect an app to apply their personal preferences and factor their location into the content or messages sent. On the other hand, marketers can sometimes cross the line and use the personal information in a way that betrays the trust of their customers. While personalization is important, privacy needs to be respected at all times for a better relationship with your customers.
3) Focusing on the Wrong Metrics
Marketers know the importance of data and getting marketing efforts tracked, analyzed, adjusted or even abandoned based on results. In some cases, the data that marketers focus on is discrete campaign results that miss the true impact of the broader implications. Focusing too much on short-term metrics can be a mistake even if they seem promising. It is a better idea to understand the importance of lifetime value and observe the ripple effects of an engagement campaign beyond the short-term.
4) Using Only an App
Utilizing apps can be a great benefit to you since they are where your most loyal customers interact with your brand. However, the mobile experience now involves so much more including widgets, push notifications, email, remarketing and the mobile web. These all represent mobile engagement opportunities that marketers should consider instead of focusing solely on an app. Remarketing could mean targeting existing customers on social media sites like Facebook based on how they have engaged with you. Data insights about app users’ behavior, interests and preferences can help guide you on the best mobile opportunities to incorporate.