As smartphone sales continue to grow like crazy, especially as we enter the jolly holiday season, it’s no surprise that mobile is the new dot.com bubble. And many companies are paving highly effective ways to engage. Actually we’re all just now figuring it out and grasping the question – how do consumers interact with their mobile devices, what roles do they play in their lives, and how can we tap into that?
So as the learning curve goes, and marketing trial and error takes its course, there are bound to be some fails and missteps. Let’s take a look at five of the mobile fails we can all take a lesson from as we plan our strategies for 2012.
- The dying trend, check-in apps. Daily deal offering sites like Groupon and Living Social met the same fate earlier this year. It was enticing at first, and then consumers get bored with it. Oldest story in the book. Gowalla and Foursquare were cool a year ago, but as retailers started to catch on to the trend and created their own shopping apps with check-in incentives, the enthusiasm began to ween.
- Forgetting that mobile is a whole different animal. In case anyone out there still questions it, you CANNOT just take your web stuff and throw it on a mobile site. No no no. Mobile is a whole new opportunity to interact. There are benefits, challenges and strategies completely separate from your PC web tools. If you avoid the copy and paste trap in re-purposing the web, you can take advantage new capabilities, such as HTML5.
- If you’re doing mobile, do it right. A lot of you are experimenting with mobile tools, such as QR codes and social media, without creating a mobile-optimized destination for visitors. So just when you get them right where you want them, your mobile visitors land on your PC site. Ew! I can promise most of these visitors are not coming back. That’s a lot of lost conversions and sales.
- Agencies aren’t focusing on the big picture. Mobile web and mobile strategies can’t just be an afterthought in your bigger plan. But for this fail we blame your marketing agency. We can’t emphasize enough the significance of the mobile experience in the focus of your brand, and in driving further mobile growth. A lot of brands are still just missing the boat on this one.
- Manufacturers are still playing catch up. RIP feature phones. I can still remember the simple days, when my phone’s buzz alert could only mean a text message. Now it could be an email, Facebook message, tweet, status update, check-in or any of the thousands of other connections. It was a sudden and unexpectedly rapid death that manufacturers were not ready to capitalize on.
(Thanks to our friends at Mobile Marketer, see their original article.)