Over the past several years, consumers have been bombarded with new forms of advertising. As a result, their attitudes about most forms of promotions have grown more negative. Marketers and researchers at Millward Brown and SessionM are tracking these attitudes and studying ways to maintain positive consumer interest in mobile advertising as the use of that format increases.
Some of the biggest drops in consumer sentiment about advertising have been about online video (a 6% decline) and social media (an 8% decline). The only formats to have higher consumer acceptance are mobile and non-opt-in emails, both going from 7% to 9%.
Marketers are busy trying to find ways to keep audiences engaged with mobile promotions and to prevent the kind of erosion in attitude that has affected other forms of advertising.
Here’s what people would like to see in a mobile promotion:
- New product news 18%
- Free tools like reminders 27%
- Deals and coupons 55%
- Interest-based information 27%
- Location-based information 25%
- Entertainment-like games 15%
Because rewards such as deals and coupons are a big part of the mobile experience for consumers, researchers have studied which details consumers value in these ads. Specifically, they want a reward for their time, usefulness, and an amusing or informative quality to the message.
Researchers note that mobile marketing should aim for the right execution strategy and the right reward strategy.
With respect to execution, 25% of consumers resent having ads pop up at the wrong time in the mobile environment. Further, 92% of consumers want to choose the kind of reward they get. The most popular rewards range from gift cards to choice of coupon or discount to tickets for events.
Getting this right means marketers will experience significant brand lift and consumer engagement. Have you experimented with different types of rewards in your mobile promotions?