Avoiding Mobile Marketing Mistakes
Mobile marketing and push notifications have undeniable potential for almost any B2C business, but it is important to maintain a clear head and avoid some of its many pitfalls.
Geo-Marketing can be useful, but can also be annoying
As mentioned in this article (Best Practices #6), Geo-marketing is a way to give customized messages and promotions to customers that are within a certain proximity to a location. The biggest issue with this service is that customers need to explicitly opt in before the app is allowed to do anything involving geo-location. If used incorrectly, apps may inadvertently give the impression that they are stalking the user, which is an obvious faux pas.
Don’t assume all your Customers are the same
Location is but one variable in a whole mix of user information. Just because a user is in proximity to one of your locations, this does not automatically mean it is a good enough reason to send them a push. For example, different customers may not respond to promotional deals the same way. Constantly peppering the phone of a loyal customer who is not interested in any promotional deals will quickly replace his brand loyalty with annoyance.
A Lack of Restraint is a Turn-off
Just because you can, does not mean you should. While email spam may be an annoying, the level of disruption from a push notification is incomparable. As we mentioned in this article here (Best Practices #6), less is definitely more when it comes to push notifications. Save your promotional messages for things that actually matter instead of wildly spraying and praying.
Keep the Type of Medium in Mind
Smartphones and tablets are often used in very different contextual situations. Phones are more intensive and task-focused. Ease-of-use, efficiency, and a lack of clutter are prime targets for your phone-optimized sites. In comparison, tablets are more casual, meant for browsing while enjoying other media at the same time. Make sure your web content and displays are optimized for the right platform.
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Source – http://www.forbes.com/sites/ciocentral/2013/03/12/mobile-marketing-reaching-the-untethered-consumer/