Don’t Review Your Mobile Marketing Creative the Wrong Way
The essential struggle of the marketer is this — we are not our customers.
Because of that, it’s difficult to effectively message and market to them. There will always be a disconnect. A gap. More like a chasm.
Don’t believe me? Think of any other relationship in your life. Or watch any episode of the 90s TV show “Frasier.” Seemingly minor differences or misunderstandings can lead to major drama because we see things differently from other people.
Or in the case of marketing — serious underperformance.
Don’t Review Your Mobile Marketing in the Gallery
This can be especially challenging in mobile marketing where the context in which your marketing is viewed is so important.
Marketers are creatives. So we may be tempted to view our mobile marketing almost as gallery art. Perhaps we blow it up on a big monitor. We review it in a sleek conference room, entirely focused on our amazing creative. We comment in hush tones, with reverence for the work. Or passionately debate it, because it’s so important to us.
Or perhaps you’re better than that, and make sure to view it on your mobile device. Yet still, there is a gap.
Review Your Mobile Marketing in the Wild
Customers will never experience your mobile marketing this way. They’re looking at a tiny screen in a world full of distractions. They’ll see it while scrolling with one thumb on the subway, jostled by fellow passengers. Or in the bright sunlight while “watching” their kid at the playground.
Even if you review your mobile marketing creative on a mobile device, is it the latest pixel-packed superphone you’re looking at in the middle of a city center with speedy data? Does your customer have the advantage? Or is your customer in a rural area with a smaller, slower phone and a less crisp display?
Short of a “Freaky Friday” type body-switching experiment, there are practical limits to how much you can experience your mobile marketing like your customer.
But at least be conscious of this disconnect. Develop a customer theory that includes customer attributes, context, desires and fears and give it to your agency’s creative teams for every mobile marketing project. A good creative team should naturally design differently for mobile, but they won’t know all of your customer’s unique idiosyncrasies and experiences. Help narrow that gap for them.
The Demo Deceives
Here’s an example from my own experience as an end user. I was in a meeting in a conference room, and some whiz bang technology was presented. Everyone thought it was pretty cool, and so did I. We were entirely focused on it.
But then an interesting happened…
I experienced that technology in the wild.
As a regular user the technology didn’t have my undivided attention. I was busy, my focus was fractured into a million tiny pieces, I was trying to move fast and get things done.
In that context, this technology was actually pretty annoying. I experienced the friction inherent in the technology.
Same exact technology. Different context. And thus, a significantly different perceived value for me.
Sometimes, You’ve Got to Take a Chance
Make no mistake, I’m not arguing for the tepid. Don’t take the safe path simply because you’ll never fully know how the customer will experience it beforehand.
We, dear marketers, we are the idea people of the information economy. If we don’t test bold ideas, who will?
But test is the watch word. Whenever possible, run carefully controlled A/B testing of your mobile experiments. Come up with hypotheses about what customers will react best to, split the mobile messages they are exposed to, and measure their behavior to see what really works.
Learn how to increase your mobile conversion rates in the five quick video sessions of MECLABS free Mobile Optimization micro course.
Daniel Burstein is the Senior Director, Content and Marketing at MECLABS Institute. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS — digging for actionable discoveries while serving as an advocate for the audience.