Text Marketer put together the above infographic, and while it discusses SMS mobile marketing specifically, I think that the Seven Sins can be applied to many other forms of digital marketing, too. Here is a further look at the Seven Sins and how to design your mobile campaign to avoid them:
Sin 1: Forgetting a call to action
Dead-ends are not only detrimental in mobile marketing, it is how great campaigns die. Be intuitive and provide your user with a fast, easy mechanism to help them do what you want them to do next. Keep your call to action simple – no need to over think it. Design your campaign in a linear fashion.
Sin 2: Forgetting to test and check
There is no room for errors. Mistakes and bugs only distract from your call to action and they keep your user from further engaging your brand. Test diligently from the mindset of an outsider approaching you campaign (and your brand!) for the first time. The success of your mobile marketing campaign depends on it.
Sin 3: No option to unsubscribe
Your intended audience most likely has certain channels through which marketing messages hold more weight. If mobile marketing is one of those channels, you certainly don’t want to loosen your grip. That’s an understandable position, but can a very dangerous one. By making the unsubscribe mechanism difficult or impossible to access, you’ll not only annoy a user, but you’ll potentially create a negative influencer.
Mobile marketing is not only about creating a one-on-one channel between you and your user, but when designed correctly, mobile marketing can help turn a user into an activist for your brand. Conversely, annoying the wrong people can turn them into voices who rain on your parade to those in their influence sphere. An opt-out option is a simple remedy that makes sure that your message is getting to the right folks.
Sin 4: Treat everyone the same
They’re not, so don’t.
The benefit of mobile marketing is that you can track where users are choosing to engage you. In other words, you can learn exactly when they decided that they wanted to hear your brand messaging on a regular basis. Use this information to craft dedicated campaigns. Failure to do so can cause overload (Sin 5) or a desire to opt-out.
Sin 5: Overloading customers
It generally takes a few instances of contact to generate a conversion (our job is to make sure that it takes as few instances as possible). As the caption on the infographic points out, however, bulk messages are intrusive. On top of that, they are a major turn-off for customers – making them feel saturated with impersonal or redundant messaging. Use mobile marketing to augment your digital marketing toolbox – not as your only venue for messaging.
Sin 6: Focus only on selling
While I believe that you must be intentional in what you’re doing, mobile marketing skipped out on Glengarry Glen Ross’ immortal ‘Always Be Closing’ scene. Mobile marketing is one of the most extreme cases of permission marketing – that is, your audience is granting you the privilege of marketing to them intimately.
The advantage of mobile marketing is that you know how to reach them, and you know, since they chose to receive your marketing, that they are more likely to pay attention. As Sin 5 outlines, don’t abuse the privilege with off-point messages, but don’t take the extreme of “close at all costs” either. Use mobile marketing to enhance the value to the user. Friendly reminders of who you are and what you stand for are good uses, too.
Sin 7: Develop a pointless app
The market is flooded with apps and mobile sites, so be aware that when it comes to your mobile marketing campaign, it is just as important to be practical as it is to be creative.
Sin 8: Deploy and ignore
This one isn’t on the infographic, but I thought it was an important Sin to keep in mind. All too often we see campaigns that are deployed and then ignored. That is to say that somebody is pressing play on the marketing effort and then forgetting to track its success and failures, which is incredibly rich data about your audience.
There are tons of tools available that help analyze engagement, outreach and spread. We can learn much from how a campaign is working through analytics, including how to tweak impact points to reach the potential user at the best possible moment. That way, we can make sure that the existing tool is working at maximum efficiency, and we can keep an eye out for future opportunities.