Let’s start the week with a little bit of common sense backed up by some research.
You might categorize the recent study released by Millward Brown, in partnership with SessionM, in the “duh” bin and you wouldn’t be far off but it serves as a good reminder of some basic marketing thoughts. The study is called Exploring the Role of Value in Mobile Advertising and it talks about how to break through low favorability of mobile advertising by offering more tangible value in brands’ marketing content. You can read the study here (pdf) if you want but mobile ads are close to the bottom of consumer‘s likes. Only 9% of people have a favorable attitude toward them (opt-in email tops the rankings at 28%, showing that mobile advertising in general has a problem).
Here is the “duh” part that carried over to just about anything you’re doing in marketing:
- Consumers presently reward brands that deliver on that value in exchange for their loyalty
- Reward-based mobile advertising succeeds when the advertising execution is timely, chosen & relevant and the reward is predictable, tangible & chosen.
- Advertisers need to be mindful of the value exchange they offer through their mobile marketing efforts and make certain it is commensurate with their audience’s expectations.
In other words, answer the “why do I care” question and make sure your answer is coming from the consumer’s point of view. Make sure that any time the consumer is spending on you is paid back many times over. Look to surprise them and in a way that’s meaningful to them. Be visible but unintrusive – show ads at natural break points (we all hate pop-ups that stop us from reading or video ads – TV or steaming – that interrupt our experience). You have to give them something for their attention and engagement – you can’t get something (their loyalty) for nothing.
Where we fail as marketers is the place where our branding needs climb over those of our consumers or potential consumers. We need to avoid that place like the plague, whether it’s on mobile devices or anyplace else. This research shows it yet again but one would hope that common sense – and the ability to approach marketing as a consumer and not a brand maven – has us there already. Does it?