The Most Dangerous Mistake in Internet Marketing
By JordanRocco // July 19, 2022
An Internet marketer needs to evaluate his work from a strategic point of view. And for this, it is worth learning to perceive the communication environment differently.
A lot of mistakes could be included in the title. The question is scale. We took a perspective that allows you to see the error at a strategic level, and not at the stage of “tick/uncheck” in the settings of the advertising campaign. The first and foremost thing to check is your security and connection. Private residential proxies can solve these issues immediately, as none of the marketer’s work will be done efficiently without it.
Ignore the Mobile World
Most of the readers of this text are over 30. For us, the Internet is a computer and a laptop. But the logic of network development puts marketers face to face with the mobile-first concept that leaders like Google and Facebook have already adopted. Like it or not, a significant portion of customers interested in this business or products will learn about them through the tiny screen of a mobile device.
What this means in practice:
1. Any content should be prepared in such a way that it is easy to read on mobile devices. Content is not only articles and photos but also products, mailings, registration for webinars, and the webinars themselves. Let’s take a video as an example. How do you watch it on your smartphone? First, if you don’t want to change the device’s position or want to hold the phone in one hand, the default screen will be vertical.
2. Horizontally, the video will inevitably be compressed and tiny. If you make the format vertical or at least square, the size of the picture will be significantly larger, which is extremely important for devices with a small screen. Secondly, it is often extremely inconvenient for you to turn on the sound. Video, the meaning of which can be read only by the picture, has a potentially greater radius of action. If you can’t do without comments, make subtitles.
People are still being sent newsletters in three columns, with tiny fonts and text on the image. It is decidedly impossible to read it on the phone, although it is obvious that the mail medium (not least because of sound notifications) is increasingly moving to mobile devices.
Messengers are the most popular applications for smartphones. This means that users are extremely comfortable writing and receiving messages on WhatsApp and Telegram. In the UK, over 30% of subscribers use voice dialing less than once a week. The easiest way for a business to start working with messaging services is to simply inform visitors of your store, salon, website, or social networks that they can ask for advice or orders using popular messengers.
An adaptive site is an absolute standard. It makes no sense to create a site that is not adapted to the screens of smartphones and tablets. You need to think not only about the elements’ location but also the loading speed. If a powerful home Internet can sometimes forgive unoptimized images and code, it is still a big problem in the situation with mobile Internet.
If your site and content are not ready for smartphones, but you need to promote it on the Internet, at least enable display for mobile devices in Google Ads contextual advertising systems, etc. Many (even at the agency level) manage to buy mobile traffic for non-adaptive sites.
As a successful marketing manager, you need to stop ignoring innovations and new features that a mobile world offers, as this may lead you or your clients’ business to failure.