Are Mobile Marketers Missing The Mark on Consumer Expectations?

Are Mobile Marketers Missing The Mark on Consumer Expectations Are Mobile Marketers Missing The Mark on Consumer Expectations?It’s the boldest question being posed in the digital marketing arena today: Are mobile marketers missing the mark on consumer expectations?

Unfortunately, there’s a fairly clear and compelling answer in the affirmative.

“A fundamental gap remains between marketers’ and consumers’ ideas about various messaging channels,” reads a new report from eMarketer, citing the published findings of a survey conducted by marketing technology company x+1 and the team at Research Now.

The poll found that one-quarter of consumers indicated they got the most help in making purchase decisions from messages delivered via email, making it the most valuable channel overall. But there was a sharp dropoff in the next channel, with only 16% of consumers seeing utility in messages coming through a personalized web experience.

The ugly truth of the matter is that mobile channels “fared even worse” when it came down to consumer expectations.

Only 6% of those surveyed found mobile ads to be useful. In particular, 2% deemed SMS messages to be helpful.

So what’s a mobile marketer to do? eMarketer’s advice is better explore and capitalize on a wealth of available tools and resources designed to help them procure and act upon consumer usage data for the purpose of guiding marketing efforts toward a higher degree of personalization and relevance to consumers.

37b97aafe3aee5bffdcf85f98539a0fa Are Mobile Marketers Missing The Mark on Consumer Expectations? Are Mobile Marketers Missing The Mark on Consumer Expectations?


Via Mobile Marketing Watch

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Lars M. B. Anthonisen is Regional Business Lead, Southeast Asia Strategic Accounts at Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, Marketing Director at Adform and Digital Manager at Universal McCann Worldwide.

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