As mobile phones become an increasingly omnipresent part of Americans’ lives, mobile marketing becomes ever more essential. The need to reach out to and connect in an engaging way with an itinerant population and workforce that is commonly on-the-go has led to companies investing heavily into this segment. According to Business Insider, an astounding $5.3 billion was poured into mobile advertising in this country over the past year. However, many executives are signing off on expensive campaigns a little too willingly. Without effective guidance and efficient spending, companies are essentially wasting significant sums without seeing a reasonable return on investment. Here are two errors to avoid when deploying mobile marketing strategies for small businesses.
Don’t deploy QR codes indiscriminately
QR codes – 2D bar codes that consumers can scan via their smartphones to access promotional content – have become one of the biggest marketing boons in recent years, with retailers slapping the codes not only in publications but all over town in various interactive locations. While it might make sense to have widespread advertising, oftentimes these codes are deployed in subway stations, on moving busses, and generally in places where consumers either can’t access them or have to severely go out of their way just to reach a scannable location.
Make the interaction worth their while
According to Forbes, one of the biggest mistakes that marketing campaigns make in the deployment of QR codes is that the end result is not worth the interaction. If the code simply takes the user to the homepage, that is simply not worth most users’ time and effort in scanning the code in the first place. Users want to be exposed to new content, interactive potential and insider discounts and deals, not the same old information they already knew and were tired of seeing.
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