3 Rules of Mobile Engagement
Do mobile technologies have different unspoken rules of engagement than traditional print, broadcast or even online media channels? A recent study conducted by Communispace Corporation answers that question with an emphatic yes.
Indiscriminately pushing advertising to consumers on their smartphones and tablets generally wins only their scorn and loathing. But fear not. The same study reveals that when mobile interactions between brands and consumers are solicited, personalized and relevant, they're no longer seen as advertisements or unwanted spam. Rather, consumers perceive the interactions as welcome connections from the brand.
To explore how mobility is influencing the lives and expectations of the typical U.S. consumer, Communispace engaged 200 consumers comprising a nationally representative sample of men and women from its IdeaSpace communities in both an online survey and ongoing discussion regarding their mobile usage, preferences and habits. These communities explore general interest issues for marketers and market researchers both by asking direct questions to community members and by learning from the spontaneous member-to-member conversations that occur within the communities.
What quickly became apparent within the IdeaSpace communities is that the unrestricted flow of content and the increased demands placed on users’ “anytime, anywhere” accessibility are potential tension points for everyday mobile consumers. As a result, they're especially turned off when they encounter advertisements while using mobile applications or browsing the mobile web. Even the word “ad” elicited a strong negative reaction. On mobile platforms, traditional advertising messages felt generic, irrelevant and out of touch to participants. Poorly targeted mass messaging, whether in applications or on the mobile web, is viewed as intrusive and unhelpful.
In contrast, these increasingly empowered, informed and connected consumers yearn for streamlined, instantaneous and personalized experiences. What are the concrete implications of these findings for mobile marketers? Consider the following three tips for engaging consumers via mobile: