International survey shows badly targeted mobile promotions hurt e-advertisers
Only 18% of mobile web users from France, Italy, Spain, Germany, the UK and the USA, interviewed in a 9-question survey by digital specialist Ogury about their mobile marketing preferences, indicated they appreciate smartphone alerts. Phone alerts, such as push notifications and texts, are in fact far less appreciated than email campaigns or mobile advertising, and have an impact on consumers’ perception of the advertisers.
Email campaigns are preferred by 41% of mobile web users, and the same percentage goes for online advertising. Email is the preferred medium especially in Spain (53%) and the USA (46%). France seems to be an exception, since 34% of its mobile web users appreciate smartphone notifications, with online advertising also preferred by 34% of users. The question that follows naturally is that of the relevance of mobile marketing campaigns.
Of the 287,000 people interviewed, 52% stated that intrusive or non-relevant advertising causes them to form a low opinion of the website or app which originates the ad. A figure that highlights the growing importance of accurate consumer targeting for online marketing campaigns. The issue is especially troubling for women, 60% of whom are annoyed by badly targeted mobile marketing campaigns.
More specifically, 73% of Spanish women interviewed, and 66% of Americans, said they form a very low opinion of an e-advertiser after an intrusive promotion. Instead, only 35% of German mobile users resent badly targeted offers. Age-wise, the negative impact on advertisers’ reputation is less significant with younger consumers, with 54% of 18 to 24-year-olds resenting such offers, while 65% of web users over the age of 45 form a negative impression of badly targeted ads.
These figures seem likely to grow, since only 16% of respondents observed a downturn in the number of non-relevant mobile ads, while for 40% of respondents the number of these messages remains quite stable. Above all, 44% of respondents said non-relevant ads have increased over time. A phenomenon that goes against the expectations of a growing number of consumers.
The situation seems to be tougher in Europe, where 87% of respondents think that the problem is lingering or even worsening. In Germany, only 6% of interviewees noticed a decline in non-relevant phone ads, a much lower percentage that the 21% recorded in the UK and 19% in the USA. This stagnation or worsening is felt to be very much the same across age groups, while women (89%) feel the issue more than men (85%). Enough to encourage e-advertisers to show some restraint in their mobile promotions, before they are able to deploy better-targeted marketing messages.
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