7 Signs Your Mobile Marketing Sucks

"Marketers: Start your engines."That's the call many marketing professionals have taken to heart in the past several months or so as they add amobile componentto their marketing mix. That being said, some have been more successful than others at taking their marketing show "on the road" and leveraging all that mobile marketing has to offer.

专家说，关键在于理解之间的根本差异your inbound marketingprogram for the desktop environment and reaching those consumers that have been set free by taking their devices with them everywhere.

Here are 7 indications your mobile marketing program may suck (and what you can do to fix it):

1.您的营销方法不是本地

Whether your business has one location or five -- or 500 -- you can't fail to understand that despite being able to hold the entire world in the palms of their hands, mobile consumers are by and large concerned with the here—right here—and the now—right now. They want a latte, a haircut, or some sushi, but they only care about what’s nearby. Where the nearest café resides is important, not where there are 500 stores in the entire chain. If your mobile marketing isn’t taking into accountthe importance of location（“我们在这里只有两个街区的拿铁咖啡，”），您的移动策略却远远没有达到。

2.您的移动努力无法交往

As important as social media activities are for your regular inbound marketing efforts, they are even more critical in your mobile marketing program. For mobile consumers, it’s not just what they’re doing that’s important, but where, with whom, and when. If your mobile presence isn’t set up to make it easy for them to share their experience with friends via Facebook, Twitter, or location-based services such as Foursquare, your mobile strategy is flagging.

确保您的移动状态针对社交媒体进行了优化；在适当的地方索取您的业务位置，并监视对话，以便能够快速解决负面评论，同时奖励那些宣传您的品牌的人。

3.您不给客户他们想要的东西

您给客户想要的东西。移动消费者是一个彼此的品种。的确，他们与他们的办公室或家庭同行分享需求和需求，但是当他们处于“移动模式”时，这些需求和需求也需要改变。作为营销人员，您必须在移动体验的背景下理解他们。

Your customer has different wants coming from, or going to, a client meeting at 10 a.m. than if they were deskbound at the same time of day.

By taking the time to understand how your customers operate in mobile mode—whether that’s by thinking it through from their perspective or, better yet, conducting research and surveys—you ensure your mobile strategy is properly focused.

4.您正在看错误的指标

移动空间中营销人员最大的恩惠之一是the abundance of metrics available for analysis. The other side of the coin is that there are so many metrics to choose from, and it’s easy to focus on the wrong ones when analyzing how effectively your mobile strategy is performing.

例如，在桌面环境中，只需跟踪您的入站营销吸引多少访问者，一旦它们本身就很重要。在移动环境中，您不仅必须跟踪有多少访问者来到移动网站，而且还必须留下多少访问者，然后访问您的桌面网站，这表明手机版本缺少某些内容。

5.您的团队没有“得到”

It’s challenging enough that many of your customers need education on your mobile offerings; if your staff isn't properly trained and well-versed, they are unable to explain the benefits of your mobile channel to customers and will consequently prevent you from maximizing your investment in mobile marketing.

With mobile phone market penetration at nearly 100 percent， 和智能手机营销approachi迅速渗透ng 50 percent，几乎每个人都是您移动营销的潜在受益者。这意味着您组织中的每个人都应该了解您的移动营销产品和策略，以便他们可以与他们的生活中的每个人（朋友，家庭，商业伙伴）分享，任何人都可以使用您的商品和服务。

6.您的网站不进行移动优化

如果您从未在智能手机上查看过桌面网站，请尝试一下；这可能会令人难以置信。

Pages load slowly, once-familiar buttons are now off-page and out of sight, and copy needed to intelligently and coherently comprehend the message are off-screen. Is that what you want for your customers, especially after making the effort to entice them to visit you via mobile? Not likely.

If your website is notoptimized for mobile users，您的移动策略严重失败。确保您的网页设计用于小屏幕，图像在客户大多数使用的设备上迅速呈现，可轻松找到用于购买和/或共享的按钮，并且降落页面很快填写出最少的键入。

7.您绝对是错误的！

移动应用程序风靡一时。现在有超过100万个应用程序，（2011年）下载了18 billion times. Still, marketers must ask themselves, “Do we need an app?” and if so, “Which type of app is best for us?”

Not every business needs an app. Just ask the80 percent of companies谁的应用程序是下载不到1000次，无论他们花了多少钱在开发上。最多successful apps let your customers do something more easily or effectively.

如果您确定客户将从应用程序中受益，请确保您的应用程序可以完成他们想要的工作，并且需要在移动环境中进行操作。确保您的应用在客户最有可能使用的设备上工作，并且随着设备的发展，它仍然兼容。

主要移动营销要点

Many great innovators believe that if you’re not failing from time to time, then you’re not trying hard enough. This is fair, but as rapidly as mobile technologies evolve, mobile marketers can’t afford to fail often; the collateral damage accumulates quickly, and it’s often impossible to undo it.

是的，汽车和飞机都是机动运输的手段。但是飞机不仅是有翅膀的汽车。同样，桌面营销和mobile marketing，尽管它们达到相似的目的，但每个方法都根据客户的使用方式需要不同的方法。

What are you doing to make sure your mobile marketing efforts don't suck?加入我们参加免费的移动营销研讨会on Thursday, January 12 at 12 PM ET to learn how to master mobile marketing in 2012.Reserve your seat for the webinar here.