Mistake: Forgetting to spread the word to customers
Promotion is one of the most important ingredients in the marketing mix. Time and time again, brands have plans for great mobile programs, yet they forget to answer one question: How are customers supposed to find out about how to participate in the program? Just because you've built it doesn't mean they will come. Whether the aim is to drive opt-ins or app downloads, make your mobile campaigns efforts big and loud to the target audience. It's always recommended that multiple touchpoints be leveraged to encourage participation in a mobile program, which includes website, social media, in-store signage, etc.
It's no secret that a well-promoted campaign can generate big results. Avenue, a retailer for real-sized women, was able to achieve a 6,600 percent ROI with its rich media messaging mobile campaign by spreading the word to customers through social media, in-store, email, and online promotion. Avenue sent compelling images and attractive offers to encourage customers to opt-in, as well as suggest to their friends to opt-in to the campaign through social media. Leveraging all of their available touchpoints, the retailer was able to see a dramatic increase in store traffic and overall sales.
Mistake: Missing the call to action
Along with promotion, there also needs to be a strong call-to-action. Target made a critical error while introducing its in-store app. Customers were told an app was available to help their shopping experience, but the in-store signage didn't inform or provide a value proposition for downloading the app. While Target had good intentions to enhance the shopper experience, perhaps it would have been a little more helpful if people were informed of what the app did and where it was available.