Opinions Research Search Web Analytics Wireless

4 Ways Mobile Marketers Are Failing

Posted by Jason Wells on August 17th, 2012 at 1:31 pm

We all know mobile marketing is on the tipping point. It is going to explode. Mobile search will surpass desktop search by the end of 2013 or early 2014 according to sources ranging from Google to eMarketer. BIA/Kelsey says that mobile marketing will account for 70 billion phone calls to businesses in the U.S. by 2016 (right now the number is 20 billion calls from mobile devices). That's a lot more phone calls. Mobile marketing spend will increase by 5 to 10 times in the next 6 years.

Mobile marketing is still, right now, in its infancy and mobile marketers are, therefore, in some ways, failing. Here are the 4 biggest failures:

1. Wrong Metrics

It is old news that mobile marketing produces phone calls. Google and xAd both say that over 50% of mobile searches result in phone calls. BIA/Kelsey says the increase in mobile marketing spend will produce a similar increase in call volume to local businesses.

Mobile=calls.

So why do mobile marketers insist upon measuring click-through-rate, abandon rate, web leads and time-on-site?

They should be tracking analytics surrounding phone calls. There is rich, rich data in phone calls that is being unused by marketers.

2. Bad Mobile Landing Pages

A mobile landing page is different that a regular landing page. There should not be a ton of form fields or content. Rather, there should be a 'Call Now' button, maybe a map lookup feature and--if you're feeling lucky--one form field to fill out. Mobile landing pages should be simple, simple, simple. Less is better. Less is more. Brevity is king.

3. Fail to Experiment

SearchEngineWatch says that only 12% of SMBs have a mobile website. The first way you fail at mobile marketing is if you don't attempt to do mobile marketing at all.

4. Rely on Google for Metrics

Google charges mobile click-to-call advertisers for every click their ads generate. The problem is this: not all of those clicks from a mobile device result in phone calls AND not all of those phone calls are real calls. Some are junk calls. Some are accidental clicks. Some are not qualified leads. Our research shows that only about 50% of the calls that Google says are calls are actually calls. (You got that)? And less than 15% are good, qualified leads.

The bottom line: if you are conducting a mobile click-to-call campaign (and you should) don't rely on Google to tell you how well it is working. You're going to need a tool that can decipher good calls from bad calls for you.

4 Responses to “4 Ways Mobile Marketers Are Failing”

  1. Michael Essany says:

    Excellent summary of reasons why mobile marketers are failing, but the biggest culprit of all isn't being discussed. A lack of relevant, targeted messaging is one of the biggest reasons why so many mobile campaigns fall short of their potential. A sound understanding of this principle is behind the most successful mobile ad campaigns and mobile ad networks in existence today. It's also what Airpush attributes to its lasting success - http://www.airpush.com/blog/redesigning-messaging-relevance-how-we-grew-to-2/

  2. Tim Richard says:

    Very good piece you produced here. Concise and helpful. Sign up for an app at weeverApps.com and get Weever Analytics and tap to call and tap to email.

  3. Great points Jason.

    I'd also add "testing" to the list - should the "call now" button be at the top of the landing page or the bottom? Should it come before the image or after?

    All questions perfect for A/B testing to help optimize the landing page and drive more calls!

  4. Quin Denning says:

    I believe there are additional reasons mobile marketing is failing. First, when you start anything new it takes "out of the box" thinking until it becomes accepted. Thinking like this requires creativity and courage to try something new. Most companies are wanting to use tried and true practices that have worked in the past. When they attempt to incorporate old ideas into a new system it inherently will produce minimal results.

    Second, most businesses lack an understanding of the potential of mobile marketing. This fresh new approach to marketing allows interactive dynamic protocols creating different ways to communicate in real time with customers. Interactive marketing is a great way to maintain an ongoing presence with your current customers. Especially in a time when customer retention is at least as important attracting new customers.

    Third, understanding the difference between a mobile website and a mobile app is an important factor when you look for a mobile marketing solution. In most instances a mobile website is a converted website redesigned to be viewed on a mobile device. A mobile app is specifically designed to take advantage of the functionality found on a mobile device, thereby allowing interactive marketing.

    If you have questions I can answer I am happy to help you create a mobile marketing solution. Contact me at quin@impactmobileapps.com please reference this comment.

Leave a comment