Tag: mobile ad privacy

Intrusive mobile marketing boosts suspicions among French shoppers

| October 15, 2015

Consumers in the European country are less likely to trust ads that they feel will use their personal data.

According to the results of a recent survey conducted by the Mobile Marketing Association (MMA) France, consumers in that country feel suspicious of advertising they receive over their smartphones and tablets when it becomes intrusive or will utilize their personal information.

This survey involved the participation of more than 1,000 people with smartphones or tablets.

The research was conducted on behalf of the association by GfK. Among the respondents to the survey, about 60 percent said that they felt as though brands were being invasive on their smartphones or tablets as a result of too many spam like mobile marketing messages. Another 67 percent said that they were uncomfortable with the fact that they felt as though they were sharing information with brands, even without their knowledge. On top of that 68 percent expressed that they felt as though they were being spied on through their mobile devices.

The Mobile Marketing Association France said that it is vital for companies and brands to take care with privacy.

intrusive mobile marketing suspicious securityThe MMA France said that the results of this survey show that it is very important that they take careful control over mobile advertising so that they will understand when consumers will find their actions to be relevant, and when they will find them to be intrusive or unwelcome.

Although 56 percent of the respondents to the survey feel that it shouldn’t be useful at all to have a company or a shop recognize them and while they haven’t any real interest in being personally welcomed when they enter a store’s physical location, it doesn’t stop there. Half of the respondents said that they did find it useful when stores use geolocation based marketing in order to provide them with discounts to the stores that they have just entered (or that they’re walking by at that moment).

This showed that it isn’t necessarily mobile marketing in general that is putting off French consumers, but it is the relevance that matters to them. Renaud Menerat, the president of MMA France explained that this research places the spotlight in the expectations that consumers have toward brands for understanding the notion of simplicity, service and transparency when it comes to their advertising overt his channel.

Mobile ads at Apple may be based on what you can afford

| July 22, 2015

The tech giant has now patented a tool that would display advertisements based on how much money a user has.

Reports are now showing that Apple has patented a new tool that would make it possible for mobile ads to display only products and services that should be considered affordable to the individual user of that device, according to their own banks.

This mobile marketing strategy would target people based on their incomes and credit card balances.

It is already common practice for marketers to obtain information about the kinds of products that smartphone and tablet users have the greatest likelihood of purchasing based on the sites that they visit and other interactions that they have with their devices. Physical location, gender, and age can all play an important role in decision making when it comes to the types of products and services that you will buy, and they will also impact the kinds of ads that will be displayed on your device screen. However, this type of information could soon have an even larger influence on the mobile ads that you are seeing than has been the case in the past.

The idea is that the mobile ads won’t just be for the types of things that we want, but for what we can actually afford.

Mobile Ads Based On What You Can AffordAfter all, if someone has a budget of $100 available to them, then serving them a mobile advertisement for a $900 outfit won’t do anyone all that much good; not the consumer and not the advertiser.

Now, Apple has received a U.S. patent in order to try to repair this issue. They intend to do this by checking into the credit card balance of a user in order to be able to display mobile marketing that is more appropriate to their available funds. The description and illustration of the patent that was granted by the U.S. Patent and Trademark Office, described it as a “method and system for targeted advertising of goods and services to users of mobile terminals.”

It looks as though it would have to be an opt-in program (though that is not necessarily confirmed), to ensure that those individuals will be shown mobile ads only for products and services that they will be able to afford, based on their own banking information.