We spoke to a senior analyst at Forrester Research and discovered what consumers really think of mobile marketers. These two reasons were cited as some of the biggest causes for users' headaches.
Banner advertising on mobile apps
This is a classic case of digital repurposing. When mobile apps hit the market, the ad industry seemed to just reach in the bag and pull out what has worked before. In this case, marketers found display ads and simply threw them up on mobile apps to gain clicks and traction. The crazy thing is that even today, the mobile app banner ad still exists.
Consumers hate the mobile banner ad. They find it interruptive and irrelevant. So what ad product is resonating with consumers on mobile? It turns out that Facebook is showing the mobile world what a successful advertising strategy can look like. Facebook's promoted apps inside its own app are doing extremely well, and consumers are engaging with them. If marketers want to stop annoying consumers on mobile, they should brainstorm strategies that feel more natural and native to the platform.
Sarah Rotman Epps, senior analyst at Forrester Research, speaks to iMedia about why consumers are tired of the mobile banner ad and why Facebook is showing what successful strategy can look like.
Conceiving ways to advertise on wearable tech
While wearable tech is still in its infancy, it's already clear that consumers are excited about it. Google Glass and the Samsung Galaxy Gear smartwatch are just the beginning of what will undoubtedly be a market flood of wearable devices and screens.
Even though this trend is young, marketers are already trying to conceive ways to advertise on them. According to Forrester Research, this is a bad idea. Consumers don't want to be advertised to on wearable tech, and they are annoyed that the ad industry is already trying to find ways to take advantage of this technological revolution.
However, there is good news for marketers in this space. It turns out that while consumers don't want to be advertised to on their wearable gadgets, they do want the ability to connect with brands. What will this look like in the future? Regular smartphone apps probably won't work in this new environment, which means that marketers have an amazing opportunity to create new innovative ways for brands to interact with consumers on their most personal devices.
Sarah Rotman Epps ends our conversation by explaining what the future relationship should look like for wearable technology and the marketing community.
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