5 Mobile Marketing Myths and Misconceptions Debunked
There are few areas in Internet marketing more confusing than mobile marketing. The appearance and need for mobile content, tools, and strategies was not obvious until smartphones began to replace desktops as the device of choice for an entire generation. Almost overnight, costly and intricate websites that were state-of-the-art became unreadable on mobile devices. Like most new technology advances, this led to a gold rush of people trying to fill in the void with new ideas that came out as apps, QR codes, and responsive website design. If you’re trying to get a grasp on this exciting technology and use it to promote your business, avoid the following misconceptions and myths while you’re at it.
Myth #1: All You Need Is Apps
Unlike John Lennon’s famous “All You Need Is Love,” you’ll need quite a bit more than just apps for mobile marketing to make the world go round. There is no one solution for all your mobile marketing needs. You will want to include a mobile-optimized website, SMS, QR codes and more in your mobile marketing campaigns.
Myth #2: Mobile Is Only for On-The-Go Advertising
You might be thinking that you have to be a restaurant or a local business to have a dire need for mobile marketing, since these businesses compete for customers that are out and about town. In actuality, most mobile content, a whopping 75% of it, is viewed from the home. This can include a smartphone user who is watching a television program while browsing his smartphone’s mobile content. Are you going to let that sales opportunity go by just because you’re focused on local on-the-go marketing?
Myth #3: High Traffic from Mobile Sites Means Success
While it’s one type of success, it’s not the most important. According to CLJ Photography mobile traffic stats, it is very important to know what type of attention you’re getting from mobile devices and whether it’s ultimately leading to higher conversions. If you just put out a free app, got thousands of people to download it, and then found out it either appealed to a demographic that would never buy from you or it never led to a single conversion, then it’s actually a failure, not a success - no matter how high the traffic counts.
Myth #4: Mobile Marketing Is a Fad
If you think your traffic isn’t likely to come from mobile devices in the future, you aren’t paying attention to the facts. At this time more than 25% of users searching online do so from a mobile device. That number will only increase as more people adopt the technology. With desktops being used less and less as consumer devices, and smartphones and tablets taking their place, it’s only a matter of time before your content and marketing strategies will be deeply impacted by mobile marketing.
Myth #5: Content Doesn’t Really Require to Be Optimized for Mobile Devices
This is tricky because most business owners do not realize the difference a few inches of screen space can have on their content. Not to mention, it is very hard for a smartphone user to click on a link embedded within multiple other links with a big fat thumb. Even if all you have on your site is text, no one likes to click through multiple pages on a smartphone when they can scroll and swipe instead. If your content isn’t easily navigated on a smartphone, regardless of the fact that is says the same thing as it would on a desktop device, the mobile user won’t return any time soon.
There are numerous other misconceptions and myths out there that a business owner might encounter when debating whether to start a mobile marketing campaign or not. Business owners can also make the mistake of revamping everything into mobile marketing, without leaving room for other technologies that are still important. Millennials may have been early adopters of mobile browsing, with lightening quick thumbs, but it doesn’t mean that other demographics aren’t doing mobile searches too. In fact, more than 50% of mobile users are over the age of 35. Thus, it’s not just a kid’s game anymore. There are plenty of people of all ages who wouldn’t be caught dead without their smartphone or tablet, and they’re more than comfortable using them to do online searches and shopping at a moment’s notice than ever before.
Jim Taylor is an entrepreneur and photographer from NY. He loves to write on trending and educational business topics, with focus on small business and marketing.