The Direct Marketing Association recommends mobile-targeted social media marketing campaigns to avoid anything that can be deemed invasive to users.
In a poll conducted by DMA, 60% of the respondents claimed that they regularly access social media apps through their mobile handsets while 35% said that they didn’t want to see any brand presence on these applications.
While many people access social media content on their smartphones, they generally don’t want brands to interrupt their experience when they’re on the go. Experts say that people get frustrated when they receive alerts on their mobile.
For brands, social media marketing on mobile means avoiding excessive posts, which could potentially lead to a reduction of followers and subscribers.
As more and more people access the internet through their smartphones, consumer behavior in the platform will continue to change. Advertising brands are likely to continue to change approaches for the next few years.