2D Codes. Somebody make this work? I know I will take it in the knees (again) from all of you 2D code vendors out there who think your own fugly code will remake mobile marketing. I have no idea how many codes are now in the field, let alone how to distinguish one from another. The bottom line is that so long as users have to download a discrete program to make someone else's marketing program work, then this platform is for mobile geeks only. The promise is great; the hurdles are obvious. Speaking of which... .
A seamless mobile couponing experience. It is hard to imagine a marketing platform with so much promise that needs so much work on all of its levels. The front-end experience of getting coupons is haphazard. None of the aggregators has established enough direct partnerships with retailers to attract much consumer interest, and there are too many companies just scraping Web coupons that are barely visible on a phone. At the point-of-sale too many stores clerks are clueless when faced with a mobile coupon. But when this fractured system finally comes together, there is no doubt in my mind that a gusher of innovation and marketing dollars will be in there somewhere. It just makes too much good sense.
As we pursue our plans for mobile couponing it really is essential that consumer experience remain first and foremost in everyone's minds. "Mobile for the sake of mobile" is not a sustainable business model.
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