Why Mobile Marketing Doesn't Work

DebraEllis
Debra Ellis President, Wilson & Ellis Consulting

Posted on June 23rd 2013

Why Mobile Marketing Doesn't Work

mobile appsEvery broadcast from the local news station includes a call to action for people to connect with them on Facebook and use their mobile app. The promise of immediate access to breaking stories is too good to refuse for news and weather junkies. Huge stories are a rarity in Western North Carolina except for weather related events. We jokingly say that if you don’t like the weather in the mountains to wait a minute and it will change. Over the last few weeks, violent storms have been rolling through the area making an app that gives early warning helpful.

The first time alert I received was truncated. Every attempt to see the full message failed. I presumed that it was operator error. After weeks of inaccessible alerts, I decided that I would find the root of the problem. The last alert that appeared read, “BREAKING: The Asheville Police Department.” It came in at 10:13 AM.

mobile marketing

Clicking it opened the home page of news channel:

best practices for mobile apps

Hmmmmm…maybe the alert is hiding under the News tab. Clicking on it opens a new page. There are two stories for this day. Both were posted too long ago to be considered “BREAKING.” Neither includes anything about the Asheville Police Department.

Mobile app user experience

I am determined to find the breaking story. Visiting the news station’s webpage didn’t help. It had the same stories that were listed on the mobile app. Where else could I look? Perhaps they update their Facebook page with breaking stories? After all, they talk about it quite often and encourage viewers to check it.

A visit to the Facebook page found nothing about breaking news or the Asheville Police Department. It did have posts about a town hall meeting, weather questions, and watermelon flavored Oreo cookies.

A hidden tab on the Facebook page promises “Top Stories.” Surely it is there. An Asheville Police Department story appears when the tab is clicked. They are searching for a hit and run suspect. The story is dated June 29, 2012. This isn’t breaking news.

Wlos-13-Facebook

Periodically, I checked back to see if anything changed. The website didn’t change but Facebook had updates. The posts from the station that followed the breaking news alert included:

- What are your plans for the weekend?
- Three posts about a local blood drive
- Vote for the Facebook fan of the week

Finally, at 3:40 PM, approximately five and a half hours after the breaking news alert arrived, this post appeared:

Wlos-13-facebook-update

The “On-Time” note on the post amuses me. Being a native Southerner, I am very aware that things move slower in the South but this takes slow to an unacceptable level!

Mobile apps and SMS texting are great tools for staying in touch with people on the move when they work. When they require the user to search for information, they don’t work. If you are using them (or thinking about it), follow these tips to keep users from getting frustrated with the process and your company:

  • Test the process to insure that it is working correctly. Nothing stops forward motion faster than a landing page that doesn’t match the user’s expectation.
  • Make the process and call to actions easy to understand and execute. People need to know what to do before they can do it.
  • Simplify execution. A coupon code from JC Penny had 16 alphanumeric characters that had to be manually entered. The cashier got so frustrated after several erroneous entry attempts that she uttered a profanity!
  • Design for small screens and large fingers. Clicking links that are close together is virtually impossible and extremely frustrating.
  • Send people where you want them to go. Requiring multiple clicks to get to the right screen is guaranteed to frustrate users.
  • Keep your social presence updated. If you have tabs or pages that aren’t being used, take them down.
DebraEllis

Debra Ellis

President, Wilson & Ellis Consulting

Debra Ellis is a business consultant, author, and speaker. She specializes in showing companies how to improve customer acquisition and retention using integrated marketing and service strategies. Her latest marketing guide, 31 Ways to Supercharge Your Email Marketing, is a practical resource for marketers seeking better results with minimal investment. Her engineering background provides statistical insight to finding actionable data that can be used to grow companies and reduce costs.

She is recognized as an expert in marketing from direct mail to social media, customer behavior, and strategic planning. Her expertise is often tapped by media sources including: The New York Times, CNN/Money.com’s Small Business Makeovers, Target Marketing, Multichannel Merchant, and MarketingProfs.

Her marketing guides include 31 Ways to Supercharge Your Email Marketing, Social Media 4 Direct Marketers, and Marketing to the Customer Lifecycle.

Debra loves the art and science of multichannel marketing. She is a student and teacher of the methods that transform shoppers into buyers and buyers into lifelong customers. In 1995, she founded Wilson & Ellis Consulting, a boutique firm specializing in creating strategies that make channels and departments work together to optimize the customer experience. Since then, she has worked with over a hundred distinguished clients such as Costco, Edmund Scientifics, Jacuzzi, Ross-Simons Jewelry, and The Body Shop.

Prior to founding her firm, Debra was instrumental in the record growth of Ballard Designs, Inc. while serving as Chief Operating Officer. Today, she uses her experience and expertise to show executives how to successfully navigate marketing channels and integrate activities to profitably grow their business. Her practical approach maximizes the return on investment.

She can be reached via email at dellis@wilsonellisconsulting.com. She blogs at http://multichannelmagic.com/blog

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Comments

emarketing .
Posted on June 24th 2013 at 10:03AM

I personally consider Mobile Marketing as a useful tool for advertising or promoting your business. Nowadays , people are so tech savvy that they prefer getting information thorugh iPad, computers and mobile phones. Hence, mobile marketing is very useful especially for start ups.

Cara Tarbaj
Posted on June 25th 2013 at 1:31AM

I agree, Debra. Mobile Marketing can be terribly frustrating and a lot of the time, a lot of businesses don't get it right. We made the same point as you in our infographic post, How Users Interact With Mobile Marketing Campaigns [Infographic]

Mobile marketing is everywhere - Ajay is correct. It's showing a rapid rise and consumers are becoming more and more reliant on technology. The ability to run a promotion that people can interact with immediately using their mobile phone - instead of having to use their home computer - is driving a ton of conversions.

A lot of businesses will try out this "new marketing concept," use it incorrectly and render the whole idea useless. Mobile is not the problem, the problem is the way it's being utilized. 

Craig Poston
Posted on July 2nd 2013 at 12:05AM

Just because ONE news outlet uses mobile marketing poorly doesn't mean mobile marketing doesn't work, as you proclaimed in your title (very clever, it got me to click through!).  It's a relatively new channel to brands and there will undoubtedly be bumps along the road. Maybe it's the fault of the news outlet themselves or their mobile app developer, but there are many, many more examples of brands that are usuing mobile marketing (and EXTREMELY effectively) to blindly title a post "Why mobile marketing doesn't work." But I understand you're posting a catchy title to get click throughs. Mission accomplished.