Mobile needs to amp up its game. Sure, marketers are creating mobile programs within a broader omnichannel strategy, but just reaching out to customers on their devices isn’t enough.
One problem with mobile marketing is that because of its popularity, everyone is doing it, which makes it tough to break through the noise. You’re spending money on app development, digital promotions and email marketing, but see no return. How do you fix this?
Chick-fil-A had to update its “Chick-fil-A One” app after misled customers complained about having no other way to pay for meals than to upload their money into the app. Now, the brand is seeing that change pay off.