Two reasons people turning away from Mobile Advertising

Firstly, Mobile Marketing is one of the most important channel for brands to advertise their products, images to their consumer where research found that mobile ads spent to hit $165.7 billions in 2019 (WARC Data, 2019) and even during the global pandemic impact of COVID 19, the traditional medial is far worse than online marketing (WARC by Ascenetial, 2020).

According to Kaplan, “Mobile marketing is any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device” (AndreasM.Kaplan, 2012).

While there are many ways to make a mobile ads success such as focus on the user experience, keep mobile apps simple, having great customer support (Santilli, 2019). There are also a lot of reasons that brands lose customers from their mobile advertising, this blog will discuss the two big reasons why people are turning away from Mobile Advertising.

1. No Value Create

There are many ways that brands can create value for their target audience such as social currency, triggers, emotion, public, practical value or stories. To create value for consumers, the most important part is content, engagement where it should be entertaining and trendy informative which can help reach more audience and spread out brands voice (Coppola, 2020). Nowadays, too many brands put low effort in their ads which make people turn away from Mobile Advertising. They are having similar ads, content and just a simple call on action while the quality of creative is decreasing which lead to confuse the consumer and turn to purchase competitor’s brands or losing interest in mobile marketing in general (Bakhtiara, 2019).

2. Losing trust

A research in 2019 found that mobile ad fraud took a $2.3 billions toll on marketers just in the first half of the year (Glendey, 2019). More than just money, the bigger problem is about trust. Nowadays, consumers keep seeing fraud mobile ads when they go online which leads to losing trust in consumers, where a lot of people worry over security and privacy (Hamblen, 2015), when the customer information can be used by a third party without their permission. Moreover, consumers never want to receive a bunch of random report advertising that never fit them, with this scare, they are again losing interest and it is the second reason consumers are turning away from mobile advertising.

In order to help get mobile marketing most effective, brands should have a deep understanding of their customer behaviors and their journeys online to avoid the risks of customers turning away from brands (Cilea, 2019).

Moreover, according to the table of classification of mobile marketing applications (AndreasM.Kaplan, 2012), marketers should specify clearly where they put their ads in with the trigger of communication and degree of consumer knowledge to reach their right target audience.

Bibliography

AndreasM.Kaplan, 2012. Mobile marketing and mobile social media 4x4. ESCPEurope,79AvenuedelaRe ́publique,F-75011Paris,France.

Bakhtiara, K., 2019. 7 Reasons People Hate Your Ads -- and What to Do About It. [Online] Available at: https://www.entrepreneur.com/article/336798 [Accessed 21 08 2020].

Cilea, M., 2019. 5 Key Mobile Marketing Trends for 2020. [Online] Available at: https://www.outbrain.com/blog/mobile-marketing-trends/ [Accessed 20 08 2020].

Coppola, J., 2020. The Psychology Behind Why People Dislike Ads. [Online] Available at: https://wistia.com/learn/marketing/the-psychology-behind-why-people-dislike-ads [Accessed 2020].

Glendey, J., 2019. Mobile ad fraud took a $2.3bn toll on marketers in the first half of 2019. [Online] Available at: https://www.thedrum.com/news/2019/07/31/mobile-ad-fraud-took-23bn-toll-marketers-the-first-half-2019 [Accessed 21 08 2020].

Hamblen, M., 2015. People don't trust mobile wallets and apps. [Online] Available at: https://www.computerworld.com/article/2880546/people-dont-trust-mobile-wallets-and-apps.html [Accessed 21 08 2020].

Santilli, M., 2019. 5 secrets for mobile app success from top design firms. [Online] Available at: https://techbeacon.com/app-dev-testing/5-secrets-mobile-app-success-top-design-firms [Accessed 20 08 2020].

WARC by Ascenetial, 2020. Global Ad Trends: COVID-19 & Ad Investment. [Online] Available at: https://content.warc.com/gat-june-2020.html [Accessed 20 08 2020].

WARC Data, 2019. Be informed on the media marketplace. [Online] Available at: https://www.warc.com/about-warc-data/ [Accessed 20 08 2020].