Challenges of Mobile Marketing
While mobile marketing is fruitful, there are challenges and shortcomings that marketers need to keep in mind.
Making content browsable and accessible to all mobile users can be a challenge. Most mobile phones are smartphones, but not all are. In 2021, Pew reported that while 85% of the US population had a smartphone, 11% of people were using a cellphone that wasn’t a smartphone. If part of your target audience doesn’t have a smartphone, they won’t see your advertisements. However, with the right strategy, it’s possible to widen the range of devices that your content is accessible on.
Data is increasingly easy to access. However, for many potential customers, it isn’t cheap enough to use without forethought. That means that user data restrictions can limit a user’s ability to access your content.
This is one of the challenges of designing mobile ads and marketing content. Image is very important, but it’s also important to balance it with the need for easier access. Mobile users are restricted by:
- The processing speed of their device and data plan
- Their data limits
These issues must be kept in mind during mobile marketing campaigns.
Potential to Go Viral – For the Wrong Reasons
Mobile marketing content is easily shared, which is why it has more viral potential, but it’s important to remember that things can sometimes go viral for the wrong reasons. It’s important to carefully edit drafted material and preferably have a few different eyes take a look to make sure nothing was overlooked.
Marketing is all about capturing and holding attention. It’s no surprise then that marketing works even better when presented where their attention is already focused.
The reality is that any form of marketing can be effective if planned carefully. That being said, mobile marketing can give you a head start by making your content discoverable where people are already looking for new things.
Mobile marketing success is partly a question of time and exposure in addition to research and testing. Not all mobile marketing efforts will pay off, but with professionalism and a focus on research, it offers a new dynamic when compared to older and more traditional forms of marketing.
Mobile advertising will keep becoming more important and mobile ad spending will continue to break new records year by year as it continues to evolve and grow more complex. In particular, native and in-app ads will become more competitive as they create new revenue streams for businesses.
Keeping up with mobile marketing trends is important for maintaining performance since it’s so dynamic. As people use mobile devices more and more, marketing platforms will keep updating their infrastructure. Trends will change as certain kinds of ads grow more or less effective and competitive over time. By keeping up with the best practices, you can ensure stronger long-term performance and truly benefit from mobile marketing.
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