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)]