Top 5 Mobile Marketing Mistakes

1. Don’t build an app just for the sake of building an app- Businesses are starting to recognize the enormous potential to interact with customers through the mobile platform. As this area expands everyone wants to jump on the bandwagon, especially if their competitors are already embracing the mobile space. The automatic reaction that I often witness is a panic stricken one attached to the words “I need an app… Can you make me an app?”. This reaction is also paired with the misconception that a ‘mobile strategy’ is essentially having an app. Examining the business model to determine the most relevant path into the mobile space, be it a mobile website, an application, or a mobile campaign of sorts might encourage businesses to be more objective with their approach.
2. An app will not solve all your mobile needs- Although an app can serve as a tool to utilize the mobile channel, businesses need a strategy that could come in the form of a combination of SMS campaigns (if need be), mobile websites, mobile commerce, mobile social programs and/or perhaps a tablet strategy.  Exploring mobile commerce capabilities, customer engagement practices, along with possible loyalty programs that are built into a mobile campaign would be a more comprehensive way to tackle mobile.
3. One size does not fit all: As a marketer you don’t need to reach far beyond your personal experience to figure out that mobile is different than the website/online experience. Apps or mobile websites are not just mini websites, and “porting” your site into an app/mobile websites is not a mobile strategy. Mobile devices are used differently, so you don’t just take all of your content and move it onto 320×240 pixel screen. Ask yourself: ‘how much time will my user spend navigating a website on their mobile device?’.  Be selective about what you put out in the mobile space and remember that generally less is more.  Also, take into consideration that mobile usage happens at different times of day, and in different settings for the user, so what you serve should be relevant to time and location.
4. If you build it they wont come: An app or a mobile website is like any other product which requires a promotion and distribution strategy. Identify your target audience, assess your distribution channels, and give your audience an incentive to use/download your product. It may seem elementary to point out that existing and potential customers aren’t psychic, and they’re certainly not browsing the various app stores to see if your brand has decided to offer mobile services.
5. Although this would suggest that you will need to build apps across the various platforms, its important to focus on the old principle of “quality over quantity”.  So if you are at a cross road and deciding between doing an HTML5 app that will work on all platforms, I would recommend that you go for quality (in native form), rather than quantity (in HTML5 form). Disclaimer: HTML5 can be very useful, even in-app, but must be handled with expert care and used for certain design patterns.

Its interesting to see that “Mobile Marketing Day” has gained the popularity to demand repeated series.

“The first Mobile Marketing Day [on Feb. 26] proved that there is a tremendous thirst for knowledge on mobile marketing and its role in generating brand awareness and leads,” said Mickey Alam Khan, editor in chief of Mobile Marketer, New York.  As such the Direct Marketing Association has decided to continue the series on April 28, 2009.   “This upcoming event is part of a series of deeper dives into mobile” continued Mickey Alam Khan.  The event is being referred to as “Mobile Marketing for Agencies and Media Buyers”.

The event will be held in New York to discuss the marketing issues that surround today’s market place.  The event is of interest to media buyers, agencies and their brands.

We are more and more faced with brands today that are understanding that the more sophisticated handsets, data plans and customers are begging to expect fully integrated campaigns from companies and their brands.

The agenda is seen below and the content comes from Mobile Marketer.

Mobile Marketing for Agencies and Media Buyers
DMA Mobile Marketing Day
Sponsored by Napean (publisher of Mobile Marketer) and DMA Mobile Marketing Council
Date: Tuesday, April 28
Venue: Direct Marketing Association Seminar Center, 1120 Avenue of the Americas, 13th floor, New York, NY 10036

Agenda of content and confirmed speakers

8 a.m. – 8:45 a.m.
Registration and light breakfast

8:45 a.m. – 9 a.m.
Welcome Address
The address will welcome delegates, give a brief background on DMA Mobile Marketing Day, the importance of mobile marketing in agencies’ multichannel plans for clients and what the delegates should get out of this daylong event.

Speaker:
Mickey Alam Khan, editor in chief, Mobile Marketer

9 a.m. – 9:45 a.m.
Why Mobile Must be Included in a Multichannel Marketing Campaign
In today’s environment where almost all working-age consumers have mobile phones with anywhere from SMS texting to Internet capability, including the mobile channel is a must for multichannel marketing plans. Mobile’s unique quality is how it gives legs to other channels including retail, print, online, television, outdoor, radio, direct mail and insert media. Now is the time to develop integrated mobile ad campaigns and build opt-in mobile programs to lock in consumer loyalty in this new era of marketing.

Speakers:
Jonathan Shar, general manager and senior vice president, Time Inc.’s CNNMoney.com
Michael Bayle, senior director of global mobile advertising, Yahoo!
Thom Kennon, vice president of strategic planning, Wunderman
Richard Ting, executive creative director and vice president of mobile and emerging platforms, R/GA
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer

10 a.m. – 10:45 a.m.
Essential Elements of Mobile Marketing
What is mobile marketing and how is it different from mobile advertising, what goes into a typical campaign – banner ad, SMS, mobile Web site, search, application and coupons – and which tactic is appropriate for the overall strategy. A quick rundown on the ABCs of mobile marketing.

Speakers:
Dean Macri, CEO of Cielo Mobile
Matthew Valleskey, marketing communications for mobile services, NeuStar
Michael J. Becker, executive vice president of business development, iLoop Mobile
Moderator:
Giselle Abramovich, associate editor, Mobile Marketer

11 a.m. – 11:45 a.m.
How to Create and Execute a Mobile Marketing Campaign
While mobile is not as complicated as commonly assumed, it does require special skill sets and understanding of the wireless carrier environment and the permission process. But it is easily added to existing CRM efforts or print, television, radio and outdoor campaigns. SMS texts, banner ads and coupons have proven effective in cross-channel marketing for marketers across categories.

Speakers:
Jordan Berman, vice president of media innovation, AT&T Ad Solutions
Michael Foschetti, managing director, Mobisix
Shira Simmonds, president, Ping Mobile
Moderator:
Dan Butcher, staff reporter, Mobile Marketer

11:45 a.m. – 1 p.m.
Sponsored Lunch break

1 p.m. – 1:45 p.m.
Planning and Buying Media for Mobile
Fragmentation of media has made life difficult for media planners and buyers. On top of the number of cable channels and publisher Web sites, here comes mobile with its own ecosystem and quirks. As mobile buys become more commonplace, media planners and buyers will be expected to have skills to place ads on mobile Web sites as well as make decisions on SMS programs and other efforts for branding or lead generation.

Speakers:
Boris Fridman, CEO, Crisp Wireless
Patricia Clark, regional vice president of sales, 4Info
Eric Litman, chairman/CEO, Medialets
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer

2 p.m. – 2:45 p.m.
Tracking and Measuring a Mobile Campaign’s Performance
The campaign’s out the door – did it work, did mobile consumers click through the banner ad, did they click to call, did they visit the landing page, did they opt into the SMS offer? These questions and many others are uppermost on the minds of agencies and media planners and buyers called to account for their media decisions. Tracking and measuring a mobile campaign’s effectiveness is key in these times when every media dollar is expected to stretch and ROI is an expectation.

Speakers:
Adam Kerr, vice president for North America, Bango
Manny Gonzalez, senior director of mobile technologies, Keynote Systems
Mack McKelvey, vice president of marketing, Millennial Media
Moderator:
Giselle Abramovich, associate editor, Mobile Marketer

3 p.m. – 3:45 p.m.
Building a Loyalty Program with Mobile
The mobile channel’s optimal use is as a CRM tool. SMS, available on 99 percent of all mobile phones, is the favored vehicle for brands seeking to add a mobile component to their mail and online loyalty programs. Consumers are increasingly gravitating to the use of SMS for offers, discounts, coupons and incentives. But the use of SMS must be tempered with the right double opt-in permissions.

Speakers:
Gregg Smith, CEO, Acuity Mobile
Josh Herman, global multichannel marketing innovation leader, Acxiom
Jeannette Kocsis, vice president of digital strategy and media, Harte-Hanks
Moderator:
Dan Butcher, staff reporter, Mobile Marketer

4 p.m. – 4:45 p.m.
Legal Do’s and Don’ts with Mobile Marketing Campaigns
In addition to best practices, there are several laws to keep in mind before deploying a mobile campaign. Regulations governing consumer outreach and database-building through mobile advertising and marketing differ from other channels. In fact, the laws are evolving with no little help from state attorneys general concerned about fair advertising practices. SMS, privacy policies, carrier regulations, mobile ads – all require thought before signing off.

Speakers:
Andrew B. Lustigman, principal attorney, The Lustigman Firm
Gonzalo Mon, attorney, Kelley Drye & Warren
Gary Schwartz, president, Impact Mobile
Moderator:
Mickey Alam Khan, editor in chief, Mobile Marketer

5 p.m. – 6 p.m.
Sponsored Networking Cocktail Hour
Delegates can network and mingle with speakers, moderators and sponsors