From automation to design to analytics, here are some myths about mobile and app marketing that you need to watch out for
Have you ever wondered how often the information we hear often end up becoming a myth? If you think that this is possible only in industries that are far from the high-tech and science fields, where all the facts can be verified, proven or disproven, you’re a little mistaken. Such things happen in the world of technology, and it is particularly evident in mobile.
Since we can call mobile services market relatively new, some dogmas simply do not have time to form. In addition, people are often afraid of something new — something they do not understand. The industry won’t wait for you to evolve, however. That means it’s time to get a grip on yourself and quickly learn new trends in the mobile market!
Myth 1: I’m not good at marketing new products, so I will keep to the old ways
It’s good that you are planning to deal with it in the future. The only downside is that you do not want to change your approach. We assume that you probably do traditional marketing (advertising on radio, TV, billboards, etc.).
The problem is that such traditional methods are less effective for small and medium-sized businesses because of high advertising costs and low ROI, as evident in the past three to four years.
Now ‘inbound marketing’ is a trend — this involves a more targeted approach to marketing, which means your brand is seen by customers who are more likely to want or need your product or service (more on this below).
Myth 2: Automation solves all problems
Advertising automation is hitting strides. Indeed, why do you have to hire people to work in advertising if machine learning and automation can take care of the effort?
This trend’s typical example is Google AdWords. Enter keywords, write ad text and the software platform will determine to whom and when to show ads by itself. It is difficult to imagine how such platforms as Ad Exchange (exchange of advertisements), RTB (real-time bidding), DSP (automated ad buying system), would work if they weren’t automated.
Undoubtedly, automation is the future. This has led to the gradual death of demographic targeting, in favor of the so-called target-based preferences (intent-based targeting).
However, automatic advertising platforms may not be a panacea. You can not just buy into the platform and expect that the advertising now will be all right, and the money will flow in like a river.
Why?
The fact is that the ideal conditions for the marketing specialist begin when he/she can establish the right communication with the customer at the right time. This truth has long been known, and thanks to widespread automation, it’s now the ‘golden age’ for marketers. Consider that and leave enough room for automated advertising in estimating your marketing budget.
Note that no newspaper, no radio, no TV, no outdoor advertising can provide the above-described conditions for marketing at the same time.
This means advertising is very specialised now. After some analysis, mobile marketing specialists may, for example, send emails personalised for each customer. Today we have all technologies to achieve this.
Myth 3: Social Networks? It’s not for my business!
To think so in 2016 is one of the biggest mistakes. If your company does not engage with customers and followers on social networks accounts, you are depriving yourself of one of the most effective marketing tools to attract customers.
According to the study of one of the largest American marketing agency BIA / Kelsey, 97 per cent of consumers use the internet when searching for products or services nearby. Having a social presence helps establish and affirm loyalty across your potential buyers.
A recent Forbes study says that one out of four buyers decide on purchasing a product based on the brand’s presence in social networks. American car dealers are a prime example. Eighty-four per cent of their clients are using Facebook, while 24 per cent buy a car just because they feel comfortable with the presence of the brand and dealership on social networks.
It’s no secret that even social networks creators feel that the strength of their services exceeded the initial idea. Now the if your business is not on the internet you have no business’ concept has transformed into ‘if your business is not on social networks you have no business’.
Myth 4: I do not need any analytics, I know what my customers want
Any training on marketing, copywriting or business always begins with these words: “You are not your target audience!”
In order to know what your customers want, it is not enough just to talk to a couple of them. It is necessary to collect data, analyse, and conduct research. And if you still think that the main task of marketing is easy customer attraction, you have to figure out that marketing has long been a part of attraction, customer retention, and insulation.
However, do not forget to ask your customers what they want. You can have the most advanced and automated marketing system, but if you do not consider what your customers want, there is a risk that you will lose them.
Ask yourself this: When did you last talk to your customers to know what they want?
Myth 5: Website design is all that matters
Consider that a growing part of your audience is accessing the internet on mobile devices.
Design is important, admit it! But more importantly, your website speed matters more, especially when customers are accessing on mobile devices. They will surely lose interest in browsing, engaging and making a purchase if your website or mobile portal is excruciatingly slow.
Just take a look at Google’s ranking rules — if your website is not optimised for mobile devices or applications, then your website will not rank as high. It might even be excluded from the search results. Fact: at the end of 2015 up to 60 percent of active internet users primarily used their mobile devices to get online.
The takeaway
We have reviewed five most common myths about marketing. Here’s the gist: Do not be afraid of new technologies. Take advantage of them. Adjust and adopt. Technologies are there to make life easier and business more profitable.
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Ellina Bereza is Marketing Manager with Erminesoft, a mobile app development company.
The views expressed here are of the author’s, and e27 may not necessarily subscribe to them. e27 invites members from Asia’s tech industry and startup community to share their honest opinions and expert knowledge with our readers. If you are interested in sharing your point of view, submit your article here.
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