By providing tangible value, mobile ads can result in more loyal customers, but if done incorrectly – no tangible value or delivered without regard to the customer’s user experience – the ads can turn off customers rather than driving more sales and customer loyalty.
That’s the finding of Millward Brown’s AdReaction report, conducted on behalf of SessionM, a Boston-based a company that provides a mobile loyalty and ad platform.
“People are very loyal to their mobile devices. It’s the first thing they look at in the morning, and the last thing they touch before they go to bed at night. They have been very loyal to their devices, but they are not so loyal to the mobile ads,” Deborah Powsner, vice president of marketing and consumer insights for SessionM, told Mobile Marketing & Technology.
One of the most-heard laments from customers is that mobile ads “are stealing their time,” Powsner said.
Consumers are typically doing multiple things with their mobile devices, from texting to surfing the Internet to answering phone calls, Powsner explained. So the biggest question mobile marketers have to keep in mind when designing ad campaigns is whether or not an ad is worth a customer’s time.
“They need to add to the value of the customer’s mobile experience,” Powsner said, recommending that advertisers use digital rewards or digital coupons, but they have to be rewards or coupons that are valuable to the targeted customers.