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BizReport : Mobile Marketing : February 03, 2016

Mobile Roundup: Mobile clicks 'accidental'

Mobile is growing in use by both consumers and marketers, but one new report indicates much of the mobile spend may be wasted.

by Kristina Knight

Retale has released new data indicating the bulk of mobile clicks are accidental. Researchers found 60% of consumers admit to accidentally clicking mobile banner ads; they also found most (66%) of consumers find mobile banners 'have little value'. They blame the accidental clicks on mobile screen size.

"Mobile display spend will hit $18 billion this year," said Pat Dermody, President of Retale. "Given the investment and with the majority of mobile banner clicks done accidentally, brands, marketers and agencies should reconsider their mobile strategies. Keep in mind, mobile display campaigns may suffer, not just from accidental clicks, but from viewability and fraud. To counteract these challenges and reach mobile users, other approaches need to be part of the mobile marketing mix."

One thing that could help? An improved mobile experience.

New numbers out from Apptentive show strong engagement. According to company information while most mobile brands reach about 1% of their customer base traditionally, those brands using Apptentive's platform are reaching 23% of their customer base. They credit this trend to the experience offered through the platform.

"It's about time companies stopped focusing just on the software and started designing customer-oriented experiences. The most successful companies in the world put the customer first, and with Apptentive they can finally do so on mobile too--by reaching out and showing that they care," said Robi Ganguly, CEO and Co-Founder of Apptentive. "When companies invest in having real conversations with their customers and design experiences with people in mind, everyone wins."

Image via Shutterstock

Tags: accidental clicks, advertising, Apptentive, mobile clicks, mobile experience, mobile marketing, Retale

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