Just like in other forms of marketing, consumers prefer mobile advertising that is creative and relevant to their needs, states a new study from PwC (the firm formerly known as PricewaterhouseCoopers). According to the group's latest Global Entertainment and Media Outlook report, marketers need to consider a mobile-focused strategy that delivers interesting content that resonates with viewers. 

"The evolving frontier of mobile advertising requires advertisers and marketers to quickly learn how to leverage the medium within the boundaries of consumers' willingness and attitudes towards receiving mobile ads," the report summary states, citing evidence from recent surveys about the mobile habits of consumers. 

One interesting finding from the study involved the type of content that mobile device users preferred to see. Mobile banner advertising and coupons had the most appeal. 

To become more competitive in the mobile marketing sphere, PwC recommended that businesses do the following: 

  • Develop a mobile-first strategy – The number of consumers who use smartphones and tablets is only expected to increase in the coming years. Mobile product offerings should be just as well-designed as the desktop alternatives that have been used for years. 
  • Encourage sharing, but remember privacy concerns – Potential customers will be more willing to share relevant information with you if they can be sure that you will respect their privacy. 
  • Understand how consumers use their devices – For many people, a smartphone does not serve the same purpose as a tablet. Study market trends to learn how to best engage your target audience on their preferred devices. 

Small businesses interested in learning more about mobile advertising should consider partnering with KeyMedia Solutions.