Global smartphone penetration exceeds 2.5bn & the issues facing advertisers on mobile platforms continue to evolve – not least of all, the issue of ad blocking as well as the world in Internet, IOT.
Marketers need to stop thinking of ad blocking as a roadblock in the customer journey. Rather, we should consider it a symptom of poor user experience, and users taking a stance against it.
25 per cent of smartphone users are now making use of ad blocking apps and browsers, and that number keeps on rising 90 per cent year-over-year. It is important to understand how to communicate with users in order to keep them engaged and not get blocked out.
Mobile possesses limitless opportunity
Compared to traditional forms of advertising, most campaigns on mobile are transactional, such as advocating for the install of an app or purchases within an app or on a mobile website. With this in mind, is the goal on mobile just to push a single behaviour? Clearly not.
Long-term behaviour is more important in terms of customer lifetime value in order to continue to create interactions with current and new customers. The big question and challenge that most marketers face is, how to go about creating the ongoing interaction with their brand and their customers?
Don’t annoy your customers
It has been shown that 42 per cent of ad blocking users have found some ads to be interesting or helpful, but there are an overwhelming amount of ads being served.
51 per cent of ad blocking users claim that the reason they install an ad blocker is because, that have annoying ads, leaving them with the conclusion that it is worth getting rid of advertisements all-together in order to avoid these situations.
So, what is the point of investing in bad user experiences, when ultimately they cause ads to be less effective and have poorer outcomes?
Make them want to see your ad
Consumers have always appreciated quality advertisements that have pulled a heartstring, made them laugh or provided them with a solution to a problem they have.
These ads make them feel as though the brand understands them and is working to create a two-way relationship. That first involves understanding a customer’s preferences. How can marketers do this? With mobile technology, it has never been easier to find the data that you need from your customers, and, most importantly, you are able to understand their behaviour.
The proof is out there — abrasive ads perform worse than those that are curated and properly targeted. Marketers need to get creative and start using advertising that adheres to UX best practices when creating mobile advertising strategies.
By following this, marketers can create a sustainable user acquisition strategy that doesn’t leave users with no other choice but to adopt ad blockers. Making a way ahead from the ad blockers, lets get you on business acquiring and customer engagement through the influence of Internet of Things, how can it be of help to the industry in knowing the customer, in our next post.
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- AD BLOCKERS TO IOT, a Mobile Advertising perspective. - March 24, 2017