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