Consumers’ mobile expectations not being met
Though relatively new and unique, mobile media still shares several distinct elements with other forms of marketing – among them is to listen to your audience.
According to a study by the CMO Council, businesses are treating mobile marketing simply as another marketing channel, instead of an opportunity to expand upon a relationship with their consumers. They’re getting mixed results; only 18% of respondents from classified their efforts as successful. More than a quarter of those polled said their results were at best inconsistent.
Part of deepening that relationship is simply giving consumers what they want – a separate study by Smith Geiger and Sterling Research revealed the most common mobile searches from customers involved a finding directions and business hours. This goes in line with the customer-service related initiatives many businesses haven’t incorporated, leaning more toward content delivering and promoting special offers.
Which is not to suggest those efforts have not been in vain; 2/3 of respondents of the Sterling study said they were more likely to buy a product from a mobile site, and 75% polled said they would be more likely, at the very least, to visit the site again.
The bottom line: mobile marketing may have many facets and can be implemented in various ways, but it’s important to take note of what consumers’ expectations are with the medium and act accordingly.
Sources: Marketing Charts | eMarketer
