Travellers don't like irrelevant and invasive content. It's for that reason that UK mobile operator Three has announced plans to introduce ad blocking technology for its British networks.
Businesses are desperate to engage customers on their mobiles, but Three's move suggests firms are misjudging their strategies as they try to go about it. It's a case of marketers forgetting to think like a customer and acting off assumption – that assumption being that customers won't mind a steady stream of messages on their mobile.
Here's what Three UK's CMO, Tom Malleschitz, had to say about the tactic: "Irrelevant and excessive mobile ads annoy customers and affect their overall network experience."
With that warning ringing in our ears, here are four mistakes to avoid when carrying out your mobile marketing strategy:
This applies to all content that you create, not just the bits optimised for mobile. Your customers have chosen to follow you because they are interested in your travel business. So don't go publishing content that causes them to wince thinking why it has appeared on their timeline/mobile. If they want news and advice about travelling, give them exactly that.
Timing is everything in marketing. If you are late to the party, your customers will scoff at your attempts to be topical. It will give them the impression that you're a touch off the pace, meaning they might not be inclined to give you any mind the next time you try and catch their attention. Time is of the essence, of course, for smaller travel brands, so you need to have your finger on the pulse at all times, otherwise you'll miss an opportunity.
Groupon works because it tailors offers to the user's location. That ensures that they are not receiving offers from merchants that are out of range. If you fail to understand your customer's location, your marketing strategy will be built on guesswork and chance. If you empower yourself with the relevant data, however, your strategy will be decidedly more effective.
Failing to collect data
Ask any marketer what they are aiming to improve upon and one of their answers is sure to be "using customer data more effectively". Customer data tells us so much about our business's most important asset, but few are using the information to its full potential. If you collect and manage the data accordingly, you can expect to find out: what sort of content your customers like reading; what platform they frequent most regularly; and crucially, what you need to do to encourage them along the buyer's journey.
It's not an overstatement to say if you make just one of these mistakes in your mobile marketing efforts, it risks upsetting your customers. And nobody wants a whole bunch of upset customers on their hands.