Tag: mobile marketing trends

Mobile marketing is frustrating 80 percent of African consumers

| November 21, 2014

A new survey has revealed that these device users are becoming annoyed with the advertising they are receiving.

The research firm, Ifop, from France, has released the results of a study that they conducted in South Africa and Algeria, which revealed that consumers in those countries are not appreciating the types of mobile marketing that they are receiving from brands and companies.

They discovered that 80 percent of consumers in those countries were annoyed by unsolicited messages they received.

This reveals that the mobile marketing strategies being used by companies and brands targeting smartphone using consumers in Africa may not be nearly as effective as is hoped. Instead of engaging consumers, they are managing to annoy them, instead. Moreover, the research also showed that the same percentage of consumers could be won back by those brands and companies if they change their efforts and implement practices that will enhance the consumer engagement that is promoted by their ads.

This mobile marketing study was conducted by Ifop on behalf of Gemalto using face to face interviews.

Mobile Marketing - AfricaThe mobile advertising research involved the participation of adults over the age of 18 years. There were 800 respondents in Nigeria and South Africa. The purpose of the study was to better determine the opinions of consumers with regards to the types of marketing to which they have been exposed over their smartphones. It sought to pinpoint and examine the negative perceptions that had been formed about this type of advertising in those two parts of Africa. It was conducted back in July 2014.

The study showed that Nigerian and South African consumers had similar desires when it comes to mobile ads and promotions. Consumers in both of those nations have shown that they would prefer to have some control over the types and natures of the ads that they receive over their smartphones and tablets.

It showed that 83 percent of the participants in the study believe that mobile marketing should be an opt-in basis, only. Moreover, 90 percent would want to be able to identify the company or brand from which they receive these messages and communications.

Mobile ads with interactive components are the most successful

| November 7, 2014

According to recent research, this is the type of advertising that will bring about the best results.

When it comes to the number of options for mobile ads that are currently available for brands and companies, there is certainly no shortage, but recent findings have found that some are more effective than others.

The research indicate that success rates vary greatly depending on the type of advertising that has been selected.

Many brands are, therefore, opting to focus not on a single type of mobile ads, but rather on the diversification of their efforts. This, despite the fact that social media marketing has been shown to be quite effective when it comes to communication with consumers over smartphones and tablets. The issue at the moment is that brands and companies know that this channel is a vital one, despite the fact that it is very new and involves a considerable degree of inconsistency.

The multibillion dollar industry surrounding mobile ads has yet to find a standard for itself.

Interactive mobile adsThe recent report on the research was published by Celtra, a mobile advertising company. It stated that the future of this channel will be in interactive advertisements, such as those that involve quick and entertaining games.

Matevz Klanjsek, the chief product officer at Celtra, said that “Gaming ads are advertisements that use gameplay and/or gamification mechanics as a core of their user experience,” adding that “Most often, these ads look like branded minigames served into an ad placement. They typically feature standard gaming elements, such as core gameplay, scores, leaderboards, and they often allow users to share their score/result on social media.”

Celtra, itself, is seeking to secure its position in this part of the industry through its own mobile gaming commercials that are designed to provide businesses and brands with a competitive edge. The goal of this type of mobile ads is to directly and rapidly increase the engagement and click through rates being generated by advertisements displayed over smartphones and tablets. The report came to the conclusion that the billions of dollars that are being spent on marketing has made it vitally important for companies to understand their next step. The data that they have presented shows that interactive will be their chosen path and they believe that the rest of the industry will choose “to follow its lead”.