Mobile is the favorite toy that has captivated children and adults. This smart device has become the first thing we see every morning when we wake up, and the last to go to bed, perfect relationship, come on. Inseparably where brands have also failed to resist the temptation to get a word in, including their advertisements and advertising campaigns in order to capture the attention of users.
Although a priori it may seem like a perfect strategy, take advantage of the large percentage of mobile penetration to give greater scope to advertising campaigns, have not taken into account an important detail: What users say about this? Do you accept without mobile ads? What’s in your user experience?, Or better yet can not think of another way to interact with them as highly personal device, to send a notice massive television as if it were?, In short, how do you expect users react to this invasion of privacy?
Some facts and conclusions of different studies give us interesting answers that reveal that despite the boom in mobile advertising, mobile ads do not want to be seen by users or painting.
The DMA warned in May last year for users that mobile advertising is intrusive, does not even like those ads that appear in the apps (35%).
The AYTM Market Research showed in February this year that mobile advertising bothers nearly half of the users, and another 27.3% being intrusive. A further 42.8% said they never voluntarily clicked on any of these ads.
The AdReaction 2012, published in late November reflects that only 23% of mobile users accept ads on your device.
These ads did not start off right, YouGov said in July 2011 and year 4 of every 5 mobile users consider these ads as “bothersome and annoying”; addition, 88% directly ignores the advertising that appears in applications.
The advertising industry in the search to regain some of the ground lost during the crisis, has not hesitated to give real importance to new formats and digital advertising channels. Media agencies intend to keep selling even down doors and using more intrusive advertising no matter even if finally the results are actually expected. How mobile advertising seems to be popular, many advertisers are willing to experiment, invest a greater portion of their budgets on these ads.
The rain data and information about them is overwhelming. As if it were a real lobbies, the mobile advertising industry is constantly in an effort to turn their interest in the company and brand panacea. Interestingly, few of which refer to aspects of the negative perception of the users doing this type of advertising, or how the large volume of accidental clicks end up throwing away thousands of dollars from advertisers. Something that ends up becoming a hell for all users.
Perhaps there is a lance for these ads beyond the “display” both reached disturbing. In fact, it is particularly striking but not surprising, that Google and hog half the mobile advertising business globally. However, their model is based on the interruption, but to continue with its philosophy of offering relevant ads on mobile searches. Here is where you really do seem well relevant, effective.
But then how can companies leverage the mobile potential?
In a very simple, relying on the interaction through marketing, rather than the intrusion of advertising.
The DMA also gathered that 43% routinely interact with brands, 23% confessed that he enjoys it, he is in social networks (20%) and public comments (11%).
Nielsen indicates that mobile users spend more than 9 hours a month to check their social profiles. Audiovisual content consumption via smartphones has seen a remarkable increase from 6% to 25% in 18 months, as announced in October Robert Kyncl, YouTube’s Content Manager.
One thing is to arouse the interest of the customer, and make it he who voluntarily request information, and another break in your environment with a message intrusive. 44% of users consider the ads too aggressive, however many coupons and offers access through their phones.
The online video consumption grows through mobile unstoppable. Nielsen’s work shows that users spend 75 minutes a month to online videos. Therefore, one of the most effective forms of advertising beyond, is to exploit these supports to generate really interesting branded content and even interactive.
Mobile applications are a great attraction for visibility and engagement with the brand. In addition, they represent a good business opportunity. MarketingProfs shows that we spend 80% of our time with the phone to consult any app, which is an average of 94 minutes a day. Therefore, if you are able to create a useful application that responds to an everyday need or have a differential value, and simple to use for your users, you can make a hole in his small but very bright screen.
Gamification can also be a gateway to your customers. It is implementing a recreational component to the marketing actions in order to generate engagement and make the customer interact longer with the brand, promoting the engagment. Mobile users are big players online, and lend themselves willingly to participate in such initiatives. Data provided by eMarketer end of the year show that the number of mobile gamers in the U.S. in 2013 is expected to reach 121 million, an unprecedented growth.
As you can see, there are many ways to reach your customers without having to bother you, just give value to their needs, rather than our interests.