With more individuals purchasing smartphones or tablets than ever before, weaving mobile into small business internet marketing campaigns is becoming increasingly important. But, even more critical may be the ability to create effective and satisfactory mobile advertisements, as research by Millward Brown has shown that most consumers aren't satisfied with what's available.
According to the source, nearly a quarter of smartphone users and almost 30 percent of tablet users were satisfied with the advertisements they experienced on those devices. In comparison, 36 percent of users were satisfied with internet display ads, 47 percent with printed newspaper advertisements and 51 percent for television ads.
While there may have been a low satisfaction rate from mobile users, toleration rates have risen when these advertisements are on free mobile websites or apps, at 68 percent and 65 percent respectively.
"Despite relatively low favorability at present, there is much room for optimism," Rakesh Kumar, chairman of the Global Firefly Millward Brown Board, said in a press release. "Our qualitative findings suggested that consumers genuinely want mobile marketing to succeed."
But in order to do so, businesses may need to adjust their internet marketing campaigns and digital presence to align more with this new platform.
As the holiday shopping season is still in full-swing, many consumers will still be using their mobile devices to look up product prices. By partnering with experienced digital advertisers, companies can enhance their mobile advertisements, creating a more effective targeted internet marketing campaign.