Upgrade Your Strategy
Take a look at who makes up your target audience. What are you hoping to do for any customers who visit your website? The answer will promote engagement and allow you to identify clients' long-term needs and pain points, Foley noted.
Choosing the appropriate mobile tactics comes next. Always think things through. "Things like QR codes got a bad name because marketers did things like use a QR code to land someone on a page that was not mobile-friendly, or on a huge video or app download when there was no WiFi around. SMS calls to action in a subway station sound great until you realize that most people have no mobile connection when they are underground," Krum said. "Don't annoy your customers with a call to action that is difficult or impossible to complete because your teams didn't plan well."