Sometimes, we’re so focused on the amazing tools of our trade that we forget mobile marketing is about moving products and services. When you’re dealing with such powerful mobile platforms as InTarget’s ‘Please Call Me’ text tags which literally tens of millions of people interact with each day, then it’s easy to be underwhelmed by what you’re trying to push.
I had this thought recently while watching an advert for pizza. The marketer had put together a fantastic selection of options on its mobile and web platforms where customers could essentially build their own meal. People had come up with some amazing combinations. It all looked so high-tech until you realise it still means some guy on a fossil-fuel-eating motorbike has to bring it to you. If you really think about it, it’s a strange product mix because you’re buying the delivery service as well which hasn’t changed for decades.
Perhaps our role as mobile marketers to is attempt to get our clients – and their clients – to implement mobile right across the product offering and not just within the core product. In the example above, what was missing was a mobile extension that completed the circle. For customers wanting to collect the order they built on their handset’s mobile browser, perhaps a location-based mobile service tells the retail restaurant the client is waiting in their car?
McDonald’s had a different issue recently, compared to not closing the loop with mobile. It built a microsite that was central to a “Create Your Taste” promotion. This online burger customisation tool led to a barrage of offensive results. While word filters were in place to stop directly offensive tools, this didn’t stop resulting burgers with names that are too offensive to mention here.
What do you do when mobile marketing efforts aimed at real world products sold by your brick and mortar stores go awry? There’s really only three things you can do.
Be prepared by engaging the services of a crisis communication specialist, or at least have an in-house, agreed written plan that can be followed in the event of a media fall-out. Secondly, run with any resulting humour that might be at your expense, don’t go horribly corporate and serious. Finally, don’t be scare off forever – input the lessons learnt for next time. Now we’re really completing the loop!