B2B Technology Marketing Journal

Mobile Marketing – You’re Doing It Wrong

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Mobile penetration is growing at an exponential rate throughout the whole world.

The same can be said about smartphones. Every month, a new report comes out stating the rise in mobile Internet users. And most marketers are looking at the data and trying to figure out how to reach their prospects in this new, emerging giant of a medium.

And, in 9 out of 10 cases, doing it wrong.

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When it comes to mobile marketing, marketers are trying to fit their old, classic viewpoints into the new. They are taking what they know best about other channels and implementing those tactics.

Like banner advertisements – either in the form of mobile web banners or in-app advertising. The problem is, not only is screen size going against this whole strategy, mobile devices (specifically handphones) are utilitarian in nature. That means we are accustomed to doing one task at a time with our mobile phone.

App Advertisement
An ad, advertising an app, within that app.

Any form of banner advertisement is basically an interruption. Many times, your prospects are clicking on your banner ads by mistake. From the CTR point of view, you’re going to receive lots of traffic – but no conversion. And from the prospect’s point of view, you are just irritating the heck out of them.

Next in the line of mobile marketing blunders will be branded apps. If you are not providing great utility within your app, there is no incentive for your customers or prospects to download it. Period!

So how are you going to tackle this whole new world that is mobile marketing?

We need to focus on content – mobile-friendly content. And the question is not whether it should be long-form or short-form, visual or textual. The key point is to make your content easily consumable from mobile devices.

There is no shortcut for it. No easy way to get there. Starting from your website, to your PDF downloads, product demo videos, and case studies, all your marketing content needs to be mobile-friendly.



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About the author

Anol

For last 18+ years Anol is consulting hi-tech and telco clients (Cisco Systems Inc, IDC Asia Pacific, Lenovo DCG, StarHub, Dimension Data etc.) on behalf of GetIT, in the field of B2B marketing, digital marketing strategy, lead generation, demand generation, lead nurturing, social media strategy & implementation, and user experience design.

He is a regular columnist on the topic of B2B marketing in various print and online newspapers, such as Business Times, Straits Times, Marketing Interactive, Asia One etc. He is also the editor-in-chief of B2Bento.com, a leading blog about news, views and reviews of the B2B marketing space and social media scene in Asia. Anol has spoken as a keynote speaker at the major marketing conferences across the world including BMA (Chicago), Click Asia Summit (Mumbai), AdTech (Singapore), SES (Hong Kong, Singapore), MIS, SiTF and eConsultancy Workshops, etc.

In his previous life, Anol worked as IBM AS/400 programmer and information architect for web media.

He is passionate about harnessing the power of digital as an enabler, connecting people and ideas and driving innovation.

Specialties: B2B marketing, B2B Demand Generation, B2B Lead Generation, Lead Nurturing, Content Marketing, B2B Social Media Marketing, User Experience Design.

5 comments

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  • Nice points, yes you are right that getting clicks (accidentally) may increase the CTR but ultimately can’t get the conversions in real time. I think content and graphics both should be mobile friendly & compelling which can be consumed on the go easily. Whether it is mailers or articles, it must be responsive to browse through. Giving a clear CTA in the top fold is very important as well. Finally continuous AB testing & monitoring is the biggest thing which can get the awesome results over time.

  • […] Understanding customer behaviour is key before planning a mobile marketing strategy. As of October 2014, there are more mobile devices than people in the world. But more than half the human population still has no access to phones. Your mobile marketing strategy should depend on who your customers are and what they like. When considering a mobile app, ask whether it makes sense for your audience. Trends like big data, personalization, “sensors and wearables” will encourage marketers to adopt more mobile-optimized campaigns while using metrics aligned to organizational goals. This does not only mean mobile-responsive websites. These campaigns should have mobile friendly content. […]

  • […] Banner advertisements, for example, are interruptions for the user working on one task at a time in mobile. You might get high traffic and CTRs – but these could be due to “fat- finger errors” and will not result in conversion. The key is to make your content mobile-friendly. Read more… […]

  • Yes, Mobile friendliness in the utmost factors that Google gives priority an it would be better if we can update the site with Google AMP. It rocks

By Anol
B2B Technology Marketing Journal
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