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.