NewDirect_Frictionless

It’s an unfortunate truth that many potentially successful mobile marketing + mobile advertising campaigns fall flat because the end to end experience has not been properly thought through.

The biggest culprit for this is a post click experience that directs the consumer to a non-optimized mobile web experience.

I continually see mobile advertising or QR code driven executions that push people who have done exactly what you want them to – click on the ad or scan the code – being taken to a wired web destination.

Pinch and zoom full web browsers that are common on most advanced Smartphone allow you to view wired websites with some degree of success (unless you’re using Flash) but don’t remove the fact that:

a) you’re forcing consumers to work harder than they need to in order to get where you want them to go

b) consumer context and need are often vastly different when on mobile than when comfortably seated in front of a desktop.

Two recent examples documented by mobile dude Phil Barrett at Burning the Bacon and pop culture academic Sidneyeve Matrix at CyberPop! drive this point home.

In each case, the failure to match expectations with experience created friction for the consumer and ended with dissatisfaction. In each case, people who were genuinely engaged with what was being offered are now disappointed with the brand and have blogged about it.

Regardless of the mobile channel you are using, put the consumer experience first, understand the habits and expectations, think through the various campaign touch points and ensure a seamless flow from initial interaction to value exchange to gratification.

Mobile can and should be frictionless. Good mobile marketing always is.

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