Mobile advertising personalization is an incredibly powerful tool. In a mobile ever-changing, fast advertising world, brands are having to fight for the window of opportunity to capture the consumers’ limited attention. Tailored data driven advertising has become the primary way in which marketers approach the personalized advertising ecosystem. Most Current trends suggest improved consumer engagement and driven increased positive conversions. In fact, Epsilon’s research states almost 800/0 of consumers will purchase products from brands that will personalize experiences providing the advertising agency up to 3000/0 positive ROI. The biggest challenge in advertising today is advertising personalization fatigue.
Overexposure to personalized content and marketing messages can create disengagement, leading to disengagement fatigue from personalized content. Users engage with promotions on a mobile device with thousands of ads with personalized messages and offers. From the marketing of personalization factors, there are lack of controls, and insufficient freshness of original promotional concepts, which can overwhelm and drain consumer thinking. 70% of ads are ignored upon repeated viewings of the same ad on the same platform, especially mobile ads, where the duration of time a consumer spends on ads declines rapidly.
Declining engagement on a mobile device can signal overexposure to mobile ads. Excessive and repetitive exposure and viewing can decrease promotional click-through rates (CTR) by 40%. Ultimately, users sink into ‘funnel blindness’ where 70% of users will ignore ads on the internet completely. Ads on mobile devices and funnels are not the only consumer retargeting ads that create ad fatigue. Excessive and poorly timed ads can result in push notifications and in app messages that lead to fatigue.
Users’ resistance is also an indicator of personalization fatigue. 38% of users rather block ads than engage with them. Others may go so far as to uninstall the app in order to avoid the ads, resulting in a loss of user engagement. This app disengagement syndrome we mentioned also has an impact on user perception of the brand. Losing personalization attempts in line with the users’ expectations may result in a loss of trust towards the brand. Although users appreciate relevancy, a high level of personalization is seen as controlling and unwanted. Users appreciate personalized content to a degree, but they want to control the brand’s access to their information and how.
Another indicator of personalization fatigue is when a brand experiences stagnation of their marketing conversions. Personalized marketing may achieve its marketing goals of a brand for a specific time. Over time, the marketing goal achievement decreases substantially. To stagnate marketing goal achievement for the shortest time possible, brands may employ creative variations. Industry statistics show a reduction of marketing fatigue by 50% if a brand varies their marketing campaign regularly. Marketers should understand that repeatedly using similar marketing strategies will fail to achieve their marketing goals.
From personalization fatigue to value-based communication, brands have the opportunity to employ a number of strategies. These strategies also help with the management of user engagement. The most important strategies here are the defining of engagement objectives based on values, limiting the amount of marketing a user sees, controlling the creativity of marketing focused on the brand’s goals, and offering marketing based on user consent. Brands that prioritize utilities on their offerings, in the form of information, remain flexible and are in a better position to maintain the trust of their users.
In an era where personalization is expected, its execution defines success. Mobile advertising, in the future, shouldn’t focus on how to build more personalized experiences, but rather how to build smarter personalized experiences. Experiential advertising that is helpful, respectful, human and not monotonous, boring and overwhelming.
Authored by Aditya Jangid, Chairman & Managing Director, Adcounty Media
