Why Focusing Only on Mobile Marketing Might Not be Such a Good Idea


Take a look at the people around you right now.

Do at least 60% of them have a smartphone?

Are at least 80% of these smartphone users using their devices right at this moment when you are reading this?

If the answer is a “yes”, then congratulations because you are living in the smartphone century.

It looks like mobile marketing is going to be the in thing for digital marketing moving forward. But should it be the primary focus of your strategies?

No doubt focusing only on mobile marketing can help streamline your marketing processes and help your business reach active mobile users. But should mobile be your sole providence of brand awareness, business development and customer engagement?

5 Reasons Why You Should Avoid Focusing Only on Mobile Marketing

In digital marketing, a mobile-first strategy might work in your favour because smartphone usage has been off the charts. But that doesn’t mean you should adopt a mobile-only strategy.

Focusing only on mobile marketing might seem like a great idea. But there are some shortcomings and loopholes that marketers simply cannot ignore.

Here are 5 reasons why going completely mobile might not be the best idea.

1. You Miss Out on Non-Users

you cannot reach non-users if you focusing only on mobile marketing

We might be regarded as the smartphone generation but not everyone has jumped on the bandwagon. According to The Straits Times not everyone has access to a mobile phone, this means that you are missing out on opportunities by relying solely on a mobile-only strategy.

Sure, this might not be an issue if your primary products & services cater to mobile users. But if you want to target peoples who are not that mobile-savvy, you might face some difficulties reaching them.

2. You Can Expect Compatibility Issues

focusing only on mobile marketing isn't good

Are you an iPhone or Android user?

It doesn’t matter because your target audience is probably a mix of them.

Sadly, it appears as though some apps and websites are not compatible with certain mobile devices.

Also, you need to be attentive to your website design on desktop and mobile. Sometimes, your website design appears neat and tidy on desktop but it looks like a mess when viewed on mobile.

Unless you are a pro at website design for both desktop and mobile, you might need to do a bit of research and trial & error to nail your mobile web design.

3. You Are at the Mercy of Telephony and Internet Disruptions

focusing only on mobile marketing when there is no wifi

Remember how you panicked when the phone lines and the internet connections were disrupted?

Consumers would find situations like these frustrating.

Businesses, however, must respond proactively and promptly to respond to customer queries.

If you have ever been in a situation where your Wi-Fi and mobile data were down, trust us when we say that businesses would probably have to deal with a multitude of customers facing similar issues.

Unfortunately, there’s really no way you can fix those issues on your own as they are managed by telecommunications and broadband providers.

Catastrophes like this are probably unavoidable if your business is only focusing only a mobile marketing strategy. On the other hand, if your content and ads are on multiple channels like desktop and news publications, you are more able to cushion the costs associated and get the brand awareness you need.

4. Mobile Data Cost is a Roadblock

Let’s face it – not everyone is blessed with a 20GB plan at only SGD 5 a month. Most of us, myself included, have limited data and don’t want to waste it on apps or websites that load too slowly.

Sounds pretty cheap? Well, that’s real life.

By focusing only on mobile marketing, you only reach mobile users who are using Wi-Fi or are fortunate enough to have unlimited data plans. It might not be worth investing thousands only on mobile marketing strategies only to miss out on tons of opportunities for business development.

5. You Need to Look into App Development

focusing only on mobile marketing

If you want to up your mobile marketing game, simply creating a website that is mobile-friendly just isn’t going to cut it.

Instead, you’ll probably need to develop an app for your business.

Creating a unique app is a whole different ballgame altogether. Unless your business is lucky enough to have app developers who understand the ins and outs of mobile apps and can whip one up for your business, you might need to recruit a specialist or outsource the project to a third-party agency.

While there may be numerous parties out there who are willing to take up the job, it will also be costly on your part. After all, you will need someone to create the app, monitor it, and troubleshoot if things go wrong.

Don’t forget that you’ll want the app to work perfectly with minimal crashes, spam and faults lest receive a poor review on app stores.

If your strategy involves focusing only on mobile marketing – well, let’s just say you need to be extremely coherent with app development or have the funds to hire someone to handle it for you.

Be Smarter than Your Smartphones

Mobile marketing comes in many forms. You can play around with mobile SEO, SMS marketing, WhatsApp marketing, Apple Search Ads and more.

But that being said, if you are a total newbie to mobile marketing, make sure you tread lightly first.

It is true that smartphones are, well, smart. But that doesn’t mean your business should be overly reliant on them.

Ultimately, effective digital marketing is about adapting and responding to digital trends. It is also about devising a strategy that makes use of technologies that are relevant to your business.

There’s no point wearing a shoe that doesn’t fit. Whether these trends work for you and your business is about how willing you and your consumers are to embrace these changes.

If you thinking of trying out mobile marketing, make sure you plan your marketing budget carefully so that you make the most out of it.