Putting an app between you and your customers could be doing more harm than good
Putting an app in between hangry potential customers and your business’ burger is a surefire way to ensure they go down the road and order from your competitors. In the brave new world of mobile marketing, customer experience is key, explains Joel Norton, CEO of Kalido.
Many brands are increasing their spend on mobile marketing, but without putting much thought into how it should be integrated into the overall customer experience.
According to Salesforce’s Fourth Annual State of Marketing Report, 74% of brands have integrated mobile marketing into their overall marketing strategy.
Clearly this is being driven by the dramatic shift in consumer behaviour for mobile, as well as providing brands with a new way to capture customer data. But that doesn’t mean you should force customers to use your mobile app in an attempt to change their behaviour for your own benefit.
For example, there’s a boutique burger chain in Sydney that introduced a new burger to the menu that can only be ordered if you download their mobile app.
