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Companies are rapidly discovering that if they want to survive, let alone succeed, then they are going to have to take part in the mobile commerce marketplace, or the competition – which has already become smartphone compatible – will rapidly leave them in the dust.
However, in the rush to jump on the bandwagon and join in with this critical new channel, they are forgetting to educate their own employees, and it is hurting the efficacy of any efforts that they are making.
It’s all well and good to join popular mobile services such as Yelp, Foursquare, and others, but if the marketers, themselves, are the only people in the company who are able to understand what the mobile marketing is all about, then it will significantly limit its successes among consumers.
After all, mobile isn’t just new to companies and their marketing campaigns. It’s new to consumers, too. Many of them haven’t had their smartphones for more than a few months, and they’re still discovering what is possible. Though they may have heard of the popular services that businesses are joining by the thousands, these consumers may not yet know how to make them work on their own devices.
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While it isn’t necessary for a company to try to turn its entire workforce into a technical support department, they should at least be able to provide the consumer with a brief definition of what the service is and why it is beneficial. If they don’t know what Yelp, or Foursquare is, and that is the heart of the company’s mobile commerce campaign, then the entire staff will not be able to contribute to the advertising or promotion.
Equally, if QR codes are being posted on advertising, signage, or menus as a part of a mobile commerce campaign, then it is important to make sure that the staff – especially those who will be interacting with the customers that could be using those barcodes – understand what they are and that they can be scanned with smartphones when a scanning app has been installed on the device. That simple information can be enough to encourage its use by the consumer.
Article: Education is key to successful mobile commerce campaigns
Article Source: Mobile Commerce Press
Author: Julie Campbell