Can you imagine what the world was like without mobile phones? Say ten years ago? How did you communicate with friends, make appointments, wake up in the morning, manage your calendar or remember telephone numbers? Just about everyone has a cell phone today. The purpose of this device is no longer to just make a phone call, but instead to be a means of gaining access to information, different channels of communication, payment and more. As mobile device penetration grows, so do the marketing opportunities.

What is mobile marketing? It is the marketing communication between a brand and its customers using a mobile device. Marketers use mobile devices as an additional channel to communicate a message, sell, promote, build and maintain customer relationships. Here are five common mistakes to avoid in mobile marketing.

  1. Customer. Failing to target your customer will result in a failed campaign. Make sure that you send the right message to the right person. Do not use mobile marketing as a mass marketing tool.
  2. Push Focused. If you’re using SMS as a push-focused selling tool, you are unlikely to maintain an engaged audience. Do not send a marketing message to a mass audience without adding any value or attempt to build a relationship between the customer and your brand. Remember to consider the content and timing of mobile campaigns very carefully.
  3. Isolation. Don’t use mobile marketing in isolation. As with all online marketing tactics, mobile marketing is no exception to the rule. Integrate with traditional techniques like radio, outdoor and print, this technique will help support and incentivize customers to engage with your mobile strategy.
  4. Spam. Not complying with anti-spam legislation. Avoid being accused of sending unsolicited messages. Make sure that you have complied with opt-in consent and local legislation when sending campaigns. Also make sure that your SMS service provider understands the legislation and is compliant with these issues too.
  5. One way. Using SMS marketing as a one-way communication tool. Use mobile marketing as an interactive communication tool and not a one-way message like print ads, which promote the brand but don’t encourage a response. Make sure your message is action orientated. Think about timing – when is the best time to send a message so that customers are more likely to engage and respond?