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Friday, February 10, 2012

Mobile retail mistakes: no mobile optimisation, no testing, no common sense

UK-based mobile marketing business 2ergo - the company behind a number of high-profile campaigns including the Pizza Express app - is helping retailers to set up a mobile presence while avoiding common pitfalls. It’s published a free white paper entitled ‘Mobilising Your Business - the time is now’, which can be downloaded from the company’s web site.

2ergo says the biggest mistakes often come from not applying common sense to mobile marketing strategies: building an app without considering a mobile-optimised website, failing to test their mobile products and flooding customers with too much information.

John Stevens, group managing director at 2ergo, said “Despite the part that mobile plays in influencing behaviour change, there is still an astonishingly low adoption from retailers in using mobile as a simple call to action to their customers. Retailers need to look at how they harness this purchasing shift to not only entice shoppers into store, but also use purchasing and location-based insights to deliver relevant offers and incentives. Look at your own website’s analytics. If you look at the list of browsers people are using to view your site, you will probably see an increasing amount using platforms like Android and iPhone in among Internet Explorer, Firefox and Google Chrome. It’s therefore imperative that retailers get their online mobile presence in shape.”

[Download white paper (email registration required)]

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Opinion Articles

T-Mobile and Orange isn't a big deal

Mark Bridge writes:

It’s the telecoms industry deal of the year. T-Mobile and Orange form a joint venture. The UK’s "big five" networks (or "big four", depending on your predilection for Hutchison 3G UK) will now be a "big four" (or "big three", if you don’t include 3. Confused yet?)

Everyone has an opinion. On Tuesday I was asked for mine.

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Here’s one for the laydeez

Mark Bridge writes:

Once upon a time, I’d probably have described myself as a feminist. These days I probably wouldn’t. Not because my opinions have changed, just because I’ve realised there are a lot of women who’d argue that I can’t be a feminist because of my male undercarriage. And me, by birth and possibly by education, therefore being part of the problem – not part of the solution.

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Mobile phones cause brain tumours?

Mark Bridge writes:

Mobile phones fry your brain. That’s been a warning from some people pretty much since the first cellphones appeared. And although the mobile phone industry has changed and the technology has advanced, the warnings haven’t gone away.

Ten years ago, the Independent Expert Group on Mobile Phones was set up to look at concerns about the possible health effects from the use of mobile phones, base stations and transmitters.

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Enthusiasm is my enemy!

Mark Bridge writes:

Enthusiasm is one of the great intangible powers of the world. It’s attractive, it’s compelling and sometimes it’s dangerous. And – yes, I’m going to try to keep this relevant – it sells mobile phones.

I was reminded of this the other day when I read a Sunday Times article about Apple’s Steve Jobs.

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A Blyk day

Mark Bridge writes:

Marketing, not unlike football, is a funny old game. I don’t claim to be an expert in either… but every so often something happens that starts sowing the seeds of doubt in my mind. And no, I’m not thinking about Liverpool's penalty claims in Sunday’s game at Tottenham. I’m thinking about Blyk.

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