4 mistakes brands keep making in their mobile Marketing strategy

Mobile devices have become a crucial and fundamental part of brand strategy and one that companies use more and more to reach the consumer. Everyone carries a smartphone in their pocket and everyone is looking at it at all times, which makes it almost impossible not to see the potential it has to reach the potential customer. But, although brands are becoming increasingly aware of the power of mobile and the need to position themselves on that device, they still fail on quite basic issues that make their strategy not as effective as it could be Brazil Mobile Database. Mobile requires a strategy and brands should stop to reflect on what they are doing and what they should do to connect with consumers using these terminals. Not everything goes on mobile and it is also not useful to stay with an issue that is succeeding simply because it attracts attention or because it is tempting. The fashion app is not the only thing to consider when creating a mobile strategy.

As they aim In a Forrester analysis, brands and their marketers continue to make certain basic mistakes when creating their firms’ mobile marketing strategies and when establishing how they will position themselves on mobile devices. Responsive design is very useful but it is not a magic wand One of the issues that have become one of the most repeated when talking about mobile strategy is the importance of responsive or responsive design . The reason for this interest is clear: this design allows meeting all the needs of Internet users in an environment in which it is increasingly important to offer an equally good service in all scenarios. Consumers use different screens to access content and they also do so hoping that the experience will be the same in all of them.

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Responsive design allows you to comply with that and maintain a balance between what is seen in each scenario. To this we must add that in the last update of the Google search algorithm, the search engine made it clear that what it was interested in was that consumers received a good mobile service and that the websites work in that scenario and recommended responsive design Brother Cell Phone List. But, as you can read in the Forrester review, responsive design helps a lot, but it’s not miraculous either. It cannot be expected that in this way everything will be solved and all problems and all tensions that may be had to end. As Thomas Husson, one of Forrester’s analysts, explains on the firm’s blog, ” Responsive design can improve the user experience, but is often implemented as a quick fix to fix the problem of multiple screen sizes.” .

That is, it uses it as a way to patch the problem, but without really thinking about what is happening and without offering a service that really works on each screen because it is not really adapted to each one of them. Mobile attracts … but is misused It is not the only problem that marketers have when it comes to positioning mobile in brand strategy and it is not the only point where they should stop and think about what they are doing and how they could change their actions and positions to be more efficient and much more effective. Thus, mobile marketing tools are being used in a way that is not entirely correct or, as they point out in the analysis, mobile marketing tactics are being misused. Why is this happening? It is possibly because of the fever of the new.

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Marketers are so obsessed with staying up to date, using the latest, and riding the crest of the wave that they are obsessing over the hottest, the “brightest,” and forgetting. of the basics. That is, they are dedicating too much effort to the things that are coming now, with the things that have become the latest fashion, and they are, in that movement, neglecting elements such as email and mobile searches, which are issues that are seen as ‘from the past’ (that is, they have been operating for years and are not the latest fashion issue) but that consumers continue to use in a massive way and, above all, they continue to use to connect with brands. The mobile should serve to improve the experience And at that point they are not only failing to neglect elements that continue to have a lot of weight in what consumers want and what they are interested in, but they are also neglecting the global strategy.

Brands are focusing on the tip of the iceberg and not looking at what they should do in a much more generic and much more comprehensive way. As they study the last and brightest point, they forget that mobile is a part of the whole and one that must relate to all brand strategy issues. The mobile should not be seen as a single and separate element, but rather as an integrated element that allows to transform the brand experience in a much more general way. It’s not just the latest fashion app, it’s a more in-depth study And, for this reason, brands should not stay only with the mobile and much less only with the latest related fashion.

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Mobile is a much more complex space, much more complete, and one that should play more broadly. Brands have to integrate it into their strategy and they have to take all possible elements to understand what mobile is doing and how it can change the strategy of brands. Thus, when creating strategies, you must have information and in-depth information. Brands have to do studies and analysis and have to know their consumers in a much more effective and complete way in order to offer everything that mobile phones can give. The study is the key to open the mobile to its full potential.