Bad Practices You May Accidentally Be Using In Your Mobile Marketing

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Smartphones' capabilities are increasing every year—and so is the amount of time people spend on them. In fact, the average person in the U.S spends about four and a half hours on their phone each day. With so much screen time, it's no surprise that marketers are so interested in optimizing their mobile marketing strategies to boost sales and gain new customers. But in their efforts to attract new customers, many marketers may actually be turning them away.

Whether it's messaging customers too often after a purchase, overusing notifications or simply not adding enough value, these bad practices can turn new and even existing customers off your brand for good. For better customer retention and sales, avoid this list of ineffective practices and mistakes, courtesy of Forbes Communications Council , when building out an improved mobile marketing strategy.

Direct messaging to customers is a practice that I believe is ineffective. Marketing on personal devices like mobile should be permission-based, with consent. Mobile marketing gets extended to social media support pages, in-app chat support, push notifications—across all customer touchpoints—so I highly recommend consent-based communication. - Namita Tiwari , Namita Tiwari

Avoid sending content just for the sake of staying in front of your audience. Each message should have a clear purpose, and sending something simply because it's been a while can have negative effects. Mobile marketing efforts should consist of a consistent, appropriate cadence and include only engaging, relevant content. This ensures your messages resonate well and maintain their impact. - Victoria Zelefsky , Anne Arundel Economic Development Corporation

One ineffective mobile marketing strategy is overloading users with push notifications, which can lead customers to become annoyed and uninstall your app. Instead, brands should focus on personalized and relevant messaging, using data to send targeted notifications that provide real value to the user. This will enhance engagement and customer satisfaction. - Maria Alonso , Fortune 206