Mobile marketing is at an all-time peak, so it’s important that everyone stays at the top of their game. Let’s identify some areas of improvement and see which strategies proved ineffective in 2014.
In today’s rapid, information-driven society, one thing is constant: people are looking at their phones. And it doesn’t look like that’s going to stop. According to a report conducted by the web analytics firm ComScore, more digital media is consumed via mobile device than any other platform.
This means that the pressing task for any forward-thinking CEO or marketing director is to find the most effective means of reaching and holding the attention of a mobile audience. A business is either leveraged or limited by their marketing, and the digital realm is key to success now more than ever.
However, not all mobile marketing ends well, and no one wants to waste valuable resources following the wrong lead. Let’s take a look at what didn’t work for marketers in 2014.
What was slated to be one of the most engaging marketing techniques in 2012 has by 2014 demonstrated a clear failure to launch. Though the number of smartphone users has grown considerably in the past few years, QR scanning use has plateaued. A meager 21% of users scanned a QR code as of 2013, according to Hubspot.
So what happened? The snag is that most smartphones don’t come equipped with QR scanning capability — the cumbersome extra step of downloading a scanning app has pushed this technique onto the fast-track to failure. You’re better off skipping this route altogether.
At first glance, auto-posting seems like a quick and easy way to save time and money across multiple social media platforms, but unfortunately, this first impression doesn’t hold true. Manobyte observes that posting your latest tweets directly to Facebook will make you look incompetent and confuse your audience.
The hashtag-driven medium of Twitter and its character limitations do not translate well to other platforms – and vice versa. So switch it up: Facebook’s algorithms give more exposure to posts with pictures. Create different messages for different platforms and keep separate audiences in mind.
The importance of SEO in marketing is only going to grow in 2015, but the way it happens is rapidly changing. Google’s new search algorithm, “Hummingbird,” affects 90% of all search queries, according to Entrepreneur.
Long gone are the days of cramming keywords and search-worthy phrases into your content -- in fact, Google weeds these over-saturated pieces out. Instead, curate your online presence to be conversational. Marketers should ask – and then answer – specific questions that the consumer is likely to pose.
Unresponsive Web Design
The idea behind responsive web design (RWD) is to give websites the ability to alter their size depending on the device from which they’re accessed. The hope is that this will lessen the sometimes significant loading times for mobile devices and generally create a more mobile-friendly user experience.
Despite developers’ best intentions, this actually turns out to often not be the case, according to Smashing Magazine. RWD can be costly and time-consuming, and unless your viewership finds your non-responsive site unusable, it isn’t going to be worth the trouble. The best solution is to create a native app optimized for a mobile device.
Following Trends Upwards
Despite these waning strategies, 2014 also saw some surefire successes in marketing. One of the most positive trends was, unsurprisingly, mobile app usage. According to ComScore, people spend most of their time on digital media using mobile apps. To conquer the mobile market, the effective brand app has become an essential instrument in the marketer’s toolbox.
However, the process of hiring app developers and designers is costly and labor-intensive, making the creation of an app from scratch prohibitive for many businesses. Fortunately, this does not mean that app making is an exclusive enterprise.
One of the easiest and most effective ways to begin to monetize and market apps is by using a simple DIY platform like AppMakr. Such an option allows companies of all shapes and sizes to stay ahead in the dynamic digital zone.
In the forward-thinking world of digital media, it’s helpful to pause and reflect on what definitively doesn’t work. Don’t waste your time and resources pursuing trends that can be safely left in the rubbish heap of has-beens and will-nots. Your time is valuable, and it should be spent using strategies that will guarantee success.
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