To know the biggest problem with mobile marketing, we will first need to know what mobile marketing really is. In layman terms, mobile marketing is a form of promotional scheme such as advertisement, promo messages, etc. which are done on mobile devices. It is perhaps the most promising and widespread means of marketing, and with the advent of smartphones it has a stronger potential to skyrocket and grow.
While eager eyeballs stare at their screen waiting for their app or website to load, advertisers flash their ads and messages on the screen for the viewers to soak up. Not only this, marketing calls are also done in some countries to popularize certain products. This then brings us to the biggest issue that mobile marketing presents, which is the privacy of the customers.
Some mobile carriers automatically enter their customers into an advertising scheme, where they pester them with regular promotional phone calls. This undermines the trust customers have in the companies. What major corporations don’t realize is that a customer’s trust is the biggest asset they can possibly have. And when that is compromised, it can easily drive the company into the ground. Mobile apps also employ clever strategies to earn money using mobile marketing.
They offer crediting schemes in their apps, and customers can watch videos or download other apps to earn some points. While these schemes may look lucrative at first to the customer, these apps also have the ability to take the customers’ personal information and target special advertisements specifically tailored towards them. The insidious nature of such customer information databases is not apparent at first.
However, when customers start getting messages from companies that they didn’t subscribe to, things will start getting out of hand. People like knowing that their information is secure, and when they find out that it isn’t, they bail.
Companies and mobile marketers need to be more sensitive to customers’ information. They need to understand that their data points are more than that; they are actually dealing with human lives. You can’t sell information that is personal to people to governments and other companies.
Obviously this problem can’t be solved overnight. Ethics and morale are not something that can be enforced. However, the customers can also bring about the much required change. They need to be more privy of the apps and websites they sign up to. The marketers need to give up their lust for money and start thinking about their customers; otherwise, mobile marketing will lose everything that made it worth its salt.