You aim to give customers every possible option to access your products. And in doing so, deploy tactics like SMS and mobile display ads to attract mobile users to their mobile destinations. You’ll learn a few things rather quickly…
In summary – QR codes and mobile banners are NOT your best options. Tablet apps and SMS work better. And to save you time (and money) here’s a breakdown of what else you’ll discover.
1. Mobile Display Ads Rarely Work
You kick off Mobile-Palooze by testing the effectiveness of mobile ads to drive users to a mobile app or the brand’s spit-shined mobile site. They don’t work.
Why they Fail: Real estate is limited on mobile devices. The user is laser-focused on the reason they came to your site or app: shopping or consuming content. In this cosmos, display placements are even more a distraction than usual – and simply do not capture user attention. And they simply do not engage.
2. Tablets are Launching Pads of Opportunity
Say you launch another type of experience – maybe a shopping guide or gift suggestion app for iPad. Customers can swipe, collect, list and share gift ideas with friends – and engage a personal shopper for tough-to-shop-for friends and family.
Why it Works: Experiencing and interacting with offers via touch capability is now way to shop – and will replace the grid interface of web and mobile eCommerce in the not-so-distant future.
3. Benchmark to Keep Mobility Upward
Pay attention to where competing brands are lacking, and even more to what they do well. And while you’re at it, don’t stop at the best in your industry. Aim high…keep eBay, Target and Amazon in your sight.
Why Benchmarks are Critical: eBay’s new Pin-like design is pragmatic, effective and perfect for any shopping season. In-store QR codes at Target created a scavenger-hunt experience – a smart way to lead shoppers to offers using devices typically in their hands upon entry. When it comes to behavioral targeting and dynamic showrooming, Amazon’s toe-to-toe pricing and breakthrough shipping only deepen the wounds of big retail, who in turn must call an in-store price matching Hail Mary.
4. There’s No Cracking the QR Code
What if you maybe show a QR code to the masses while they watch your live TV program, commercial, or news feature? They can then use a smartphone to scan the code and instantly land at the featured offer matching the product shown on the tube.
Pens down on this one – the results are nothing to write home about.
Why they Suck: While QR codes present interesting opportunities, nearly all other mobile delivery options send a better message. Particularly the prehistoric pioneer of mobile promo – SMS text.
It’s simple. More effective. People know how to text. With QR, you still need an app – and even those don’t always work.
5. “Mobile-Only” Means Message Received
If you’re retailer in particular, people need a reason why they should interact with your mobile experience. Deals, coupons, and other mobile-only offers leave little room for rebuttal. And with push notifications via mobile app, SMS alerts on location and exclusive to members – you’ve now added the perfect added the perfect mousetrap for mobile lead generation.
In my next post, I’ll begin a 3-part series on how to convert those leads. Sign up for email alerts to make sure you get each one!