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Immobilisation: the mobile marketing mistakes putting off consumers

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By The Drum Team, Editorial

February 7, 2012 | 2 min read

Mobile marketing specialist 2ergo has released details of the most common mobile marketing mistakes that retailers make, costing them consumers and potential profit.

The most common mishaps include not testing sites or apps to ensure they function correctly before making them available, flooding customers with too much information, and building apps but having no mobile-optimised website.

These details come as YouGov statistics reveal that 46% of UK consumers operate from a smartphone, and 60% of this sector is comfortable with buying mobile apps or mobile internet. Of those who claimed to be uncomfortable, nearly half (49%) cited their reason as having difficulties in viewing mobile websites, and 34% claimed slow websites put them off.

2ergo’s group managing director, John Stevens, 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.”

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