As mobile devices become more popular, so do discussions about mobile marketing and what role it should play in every Washington DC area business’s marketing mix. But mixed in with all of the facts and stats you’ll find across the internet are some myths and misconceptions that every marketing professional and business owner should be aware of.
Adage, a digital news site, recently published an informative article about 5 common mobile marketing myths: Mobile Myth-Busters: 5 Common Myths About Marketing on Mobile Devices. The 5 myths discussed in the article and below are concepts you will want to keep in mind when creating an effective mobile marketing strategy for your Washington DC area business.
Myth #1: Mobile devices are primarily used on the go
Although mobile devices allow us to stay connected on the go, mobile devices aren’t only used on the go. From smartphones to tablets, many are used around the house while consumers are sitting in front of the TV, lying in bed, or even sitting on the toilet. That’s right –75% of Americans admit to bringing their phone to the bathroom, according to Digiday. A recent study by AOL and the University of Virginia concluded that consumers spend 25% of their total digital time at home on tablets and cell phones.
Myth #2: Consumers will only make purchases on mobile devices if it is very simple
While no consumer wants to jump through hoops, your mobile call to action can be more than just “click to call” or “click to download” and still be successful. The AOL-Virginia study referenced above also found that nearly one-third of digital conversions in the areas of travel, retail, automotive and telecom took place on a mobile device…and we all know that buying something such as an airline ticket or booking a hotel room requires more than just one click of a button.
Myth #3: The more clicks /downloads, the more successful
Not all mobile clicks are on purpose! According to Business Insider, up to 50% of the impressions served on a static mobile banner ad are from accidental clicks or “fat finger” taps. Mobile devices are small, and many people (even people with small fingers) will accidentally “click” ads, links, or anything else clickable – and there is no way for you to differentiate who meant to click and who didn’t.
Myth #4: The longer a consumer stays, the more they are engaged
According to AdAge and a study it conducted, engagement generally dropped the longer a consumer had been browsing on a mobile device and clicked on multiple levels on content. However, ads consumers saw on the first few pages of content they viewed had more engagement and higher conversion rates.
Myth #5: A mobile-only strategy is a good strategy
It is important to have a mobile marketing strategy, but having only a mobile strategy or one that isn’t integrated with any of your other marketing will be seen as inconsistent by consumers and won’t have a positive impact on your business. Consumers are exposed to more than just their mobile devices throughout the day, and you’ll be missing out on many opportunities if you only focus on mobile. Every Washington DC area business needs an integrated marketing strategy. For more on integrated marketing and how to create the best integrated marketing strategy for your business, check out this article we recently published on the topic - Integrated Marketing Strategy: What You Need to Know.
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