4 Mistakes You’re Making with Mobile Marketing Automation and How to Fix Them
Over the years, marketing has made a number of evolutions. One the most significant of those changes has involved the advent of text marketing and mobile marketing. Given the broad span of mobile, marketers must continually adapt while taking advantage of automated technology to stay ahead of the competition. Even so, many marketers continue to make some of the same mistakes with mobile marketing automation. Below, we cover four of the most common mistakes and how to resolve them.
1. Not Focusing on Mobile First
Perhaps the biggest mistake made by most marketers is not approaching their marketing strategy with a mindset focused on mobile. Mobile must take priority in any marketing strategy. Mobile marketing has expanded rapidly from simply downloading apps, and now includes emails, push messages, geo-alerts, in-app messaging, and much more. Mobile marketing automation is ideal these issues, as well as performing real-time analysis, a/b split testing, and more.
2. Focusing Only on Acquisition
Far too often, marketers focus their attention on using mobile to increase awareness. While mobile does excel in this area, it is also excellent for customer loyalty and retention. With mobile marketing automation, you can take full advantage of the data you already own, giving you the opportunity to fully engage with customers and develop better relationships.
3. Failure to Scale
In any industry, scaling is essential. If you plan to include geo-targeting as part of your marketing campaign, it is also vital that you include scaling, to ensure that you are taking full advantage of the latest methods for testing.
4. Not Capturing Relevant Data
Another common marketer mistake is failing to capture relevant data. In terms of mobile marketing automation, it is essential that you optimize behavioral data. Marketers absolutely must stay focused on the activities of their customers on a daily basis in order to understand the broader picture in regard to the customer purchase path. While you should not become bogged down in single data points, the more you understand about your customers, the more you will be able to develop highly targeted marketing messages that have a greater chance of reaching your customers where they actually are in their purchase path.
Mobile marketing has rapidly become a critical element in any marketing campaign. By understanding how to fully leverage the power of mobile, marketers can ensure that they never miss an opportunity to reach their customers.