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Mistakes Brands Make When Going Mobile

Mistakes Brands Make When Going Mobile
Mistakes Brands Make When Going Mobile

According to the forecasts by US analytics, retail sales in December will increase by 5.7% in comparison to the previous year. This number is higher than 3.2%, which was predicted at the beginning of the year, and is second highest after 6.3% in 2011. According to another research, 43% of users have reported to make purchases with the help of their mobile devices, while 54% are planning to search and view products with the help of a smartphone.

If we take into consideration all these data, the presence of brands in the mobile sphere during this holiday season is crucial to business success. But still, some companies make mistakes when entering the world of mobile.

Don’t mix up “user loyalty” and “loyalty program”

The notion of “loyalty” has acquired negative connotation during the boom of notorious coupons and bonuses back in 2011. When we talk about the loyalty today, we assume creation, development and nurturing of two-way relations with clients. And the use of all these bonuses and coupons is one of many ways to attract new customers with the help special marketing moves that bring value to customers.

To get a clearer picture of what I’m saying, try to remember a small corner shop somewhere near your house. The owner of this shop usually knows you and your tastes. You can have a chat with sales assistants who can offer you something interesting based on your preferences and talk about things that are of interest to you. This is nothing even close to bonuses or discounts, but it helps to form personal relations which make us return again and again. This is the type of loyalty brands need to create today.

Thus, the biggest problem for the companies which are trying to create such loyalty among their customers is to scale up such personalization. It’s important to talk to a customer and not for a customer.

Do not treat entering mobile as expanding your current digital strategy

Each digital platform has its own rules and mobile platform is no exception. It’s not sufficient to just move your existing content into mobile to present your brand.

Let’s take email marketing as an example. Companies send emails to their clients almost every day. And sometimes, even more often than that. But is it ok to do so for mobile devices? Each new push-notification will only irritate your clients. So it’s important to understand the differences between mobile and desktop environments and develop a proper strategy for each.

Don’t develop an app just because “everyone has it” and it won’t bring real profit to your business

There’s no one-size-fits-all approach that will help all companies be successful in the world of mobile. If something works for one company there’s absolutely no guarantee that it will work for your company. So, it’s useless to blindly follow another brand’s mobile strategy. What is more, what works for them can be even harmful for your brand as you need to take into consideration the needs and worries of your own clientele.

Let’s look at some examples. In order to increase engagement level in the app, a weather forecast company may just research user behavior within their app and add more informative screens that will answer the questions users look for. While car manufacturer will find it much more important to improve the level of their services presented in the app rather than improving the app itself.

To crown it all, I can say that to become successful in mobile is a pretty challenging task for any brand, no matter how big this brand is. While there’re a lot of cases that proved to be working, there’s no magic bullet. All I can say is that mobile is powerful means of communication with your clients. But with power comes responsibility. Understanding the peculiarities and the pitfalls of mobile will help you to create a successful strategy for your brand in mobile.