4 Things Mobile Marketers Are Doing Wrong

We all know the stats about mobile marketing. It is going to explode. Google says that mobile search will surpass desktop search by the end of 2013. BIA/Kelsey says that mobile marketing will account for a massive increase in phone calls to businesses within the next 18 months. Mobile marketing spend will increase by 15 to 20 times in the next 6 years.

Mobile marketing is still, however, in its infancy and mobile marketers are, therefore, making mistakes. Here are the 4 biggest mistakes:

1. Measuring the wrong things

By now it is old news that mobile marketing produces phone calls. Google says that 61% of local mobile searches result in a phone call. xAd says that 52% of all mobile ads produce 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 metrics surrounding phone calls. There is rich, rich data in phone calls that is being unused by marketers.

2. Creating bad mobile landing pages

A mobile landing page should not be like 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.Don't try it 

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. Take Google's word for it

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.

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