4 Tips to Exhume Mobile Barcodes From the Marketing Graveyard
4. Mobile websites are typically built with a one-size-fits-all mentality, limiting the dynamic needs of consumers on the go.
- Marketers tend to connect consumers to existing mobile Web pages, rather than building experiences that meet the contextual need of a consumer at any given place and time.
- Mobile websites tend to connect consumers to brand content, rather than connecting consumers to actions like commerce, social, discount and promotional engagements—and action is often the focus of consumers on the go.
- Mobile websites tend to have focused-functionality; therefore, a direct response campaign is limited to the functionality of the website. Providing website content is not the same as developing a direct response campaign, which is how marketers should be thinking about mobile activation.