Why Some Mobile Campaigns Fail

Mobile Marketer asked me to name some of the reasons that mobile programs disappoint. Here’s what I told the publication:

“Messaging campaigns fail for a variety of reasons.  One is a lack of strong call to action – the mobile subscriber needs to be incented to do something and the CTA must be prominent or it will be lost.

“A second is poor execution – it took more than five hours for me to get a bounceback message after I responded to the NFL’s Super Bowl spot call to action.”

I told Mobile Marketer that mobile subscribers are all about instant gratification. Also, to succeed, marketers should start by mapping a strategy for their business goals.

The article is here: http://www.mobilemarketer.com/cms/news/strategy/12424.html

The Difference Between Winning and Losing

Digiday asked me to compare brands that are winning on the mobile Web to those failing.

Here's what I told the publication:

“When it comes to content, the online Web and mobile Web are, pardon the pun, worlds apart. More and more discussions with consumers tell us that they are punishing brands that do not deliver in their mobile executions. Those entities that do are gaining customers and brand loyalty.”

The full story is here http://www.digiday.com/mobile/brand-mobile-ad-misses/