As the communication is more personal consumers don’t want to be sold to over this channel.
Mobile marketing is proving to be more unique than marketers had originally anticipated, as a little bit more is learned about the mcommerce channel with each passing day, and better techniques are developed to cater to the preferences of the device users.
One of the most important lessons learned is that techniques used on laptops don’t work in mcommerce.
It is this struggle that is causing problems in the marketplace such as the plummeting stock price of Facebook, which is now sitting at about half its IPO level. Companies are struggling to find out how to use mobile marketing, and investors are becoming nervous about how long that will take – if it does at all.
Mobile marketing has been shown to be extremely effective, but the world is still learning the ropes.
In many cases, what appears to be the struggle is that smartphone marketers need to be able to communicate their message to the device user and convert them into purchasers, without actually advertising to them. Banners and other more traditional online techniques – which were expected to be highly effective on these small screens where real estate is exceptionally limited – are having virtually no impact at all.
The best mcommerce companies in the world are struggling to come up with plans to engage consumers through their favorite devices in order to encourage them to buy. What they are finding is that the traditional methods aren’t dead, but that they need to be used in a way that makes sense with the devices that will be transmitting them. For example, there is still significant opportunity to benefit from banner ads, but they will need to evolve in order to become compatible with the small screens and their users.
This is primarily because mobile marketing is being done on a device that is much more personal to the consumer. These devices typically belong to an individual, as opposed to being shared by a couple or a family, and are nearby pretty much all the time. Therefore, when ads that are sent in a hard sell, non-personal way are received by these device owners, they are uninterested or even frustrated by them. It feels random, unnecessary, and irrelevant to the user.
Instead, mobile marketing needs to make itself much more relevant and applicable to the individual device user. It has to offer benefits that will engage them and encourage them to take action through something they like.
