What’s true for mobile marketing is true for all facets of digital marketing in 2014. According to the latest industry data, creativity and relevance are the lifeblood of modern marketing. And the digital space needs more of both to punch up the effectiveness of digital advertising across all channels.
On Tuesday, PwC shared with Mobile Marketing Watch its new mobile advertising report on what U.S. consumers really want.
“The evolving frontier of mobile advertising requires advertisers and marketers to quickly learn how to leverage the medium within the boundaries of consumers’ willingness and attitudes towards receiving mobile ads,” the report summary reads, pointing to the most recent data from consumer surveys, focus groups and an online listening campaign.
While the majority of survey participants indicate a willingness to view a mobile ad, context and relevancy is critical. Given the overall aversion to the prevalence of mobile advertising and the belief that mobile devices are often “ad-free”, marketers must get creative and innovative – that means leaving traditional and online ad concepts behind and developing a “mobile first” strategy that delivers perceived value to the consumer and often in an experiential manner.
The PwC survey finds that 73 percent of respondents are somewhat/extremely unwilling to share personal information on their mobile devices.
“Of the 69 percent who are open to receive mobile ads, the ads are preferred when the consumer is in a ‘leisurely’ mode,” the report reads. “Even ads that are relevant to personal interests do not directly translate to ad interest or engagement with 71 percent of respondents choosing not to click through an relevant ad.”
The authors note that not all ad formats are created equal. Consequently, to develop effective campaigns, “marketers need to understand which formats consumers are more receptive to.”
Mobile coupons and banner ads, for example, are the two most preferred forms, with coupons ranked number one among 27 percent of respondents. While couponing is liked, PwC finds that there is opportunity for connecting with the consumer in a model that has broader appeal.
With the many innovative features on mobile devices, brands should think creatively to develop new types of mobile ad campaigns that consumers find useful and that don’t detract from a brand’s revenue source.