Southern Taiwan University of Science and Technology

The Future of Mobile Marketing

Potential challenges and negative aspects of the future of Mobile Marketing

Student: Phan Thi Phuong Linh – Jasmine

Student ID: 4A965019

Course: Marketing Management

Professor: Lee-Anne Cassandra Johennesse

 The Dark Side of Mobile Marketing
Mobile marketing is a marketing strategy that aims to reach customers or
potential customers via mobile devices such as smartphones and tablets, using
social media, emails, websites, SMS, and other modes of communication. Since
everyone’s engaged on their phone, marketing strategies need to find a way to
reach them there.
In the ever-changing marketing landscape, mobile platforms have emerged
as critical tools for reaching and connecting with customers. However, when we
dive more into the world of mobile marketing, it becomes clear that, in addition to
its numerous advantages, there are several challenges and negative aspects that
demand attention. In this essay, we will explore these challenges and their potential
impacts on the future of mobile marketing. For instance, if an e-commerce site's
checkout process is convoluted on mobile, users may abandon their carts, resulting
in lost sales and frustrated customers.
Sometimes, navigation can be hard on a mobile phone. Unlike traditional
desktop interfaces with ample screen space and precise mouse controls, mobile
users are limited to smaller screens and touch navigation. This limitation can cause
annoyance and disengagement, with ads often going untouched due to difficulties
in navigating websites or social media pages. Marketers must prioritize user
experience and invest in sensible design to address this issue. For example, a
mobile banner ad must be visually striking and concise to pique users' interest
amidst a sea of competing stimuli.
Another important consideration in mobile marketing is the user's attention
span. With people constantly on the move and overwhelmed with information,
attracting, and maintaining their attention becomes increasingly difficult. Mobile
advertising must communicate their message quickly and efficiently, engaging
users with brief text and eye-catching visuals. Failure to do so risks losing the
user's attention and making the ad useless.
Platform fragmentation poses a significant challenge for marketers. Different
platforms like iOS and Android have their unique specifications and requirements,
complicating the task of creating and optimizing ads for different platforms. For
instance, an ad campaign optimized for iOS may not render properly on Android
devices, leading to inconsistencies in user experience and engagement.

Mobile ad fraud poses a significant threat to the effectiveness and integrity

of mobile advertising campaigns. Fraudulent actions like click fraud and
impression fraud can inflate KPIs and drain marketers' budgets. To combat ad
fraud, marketers must adopt effective fraud detection and prevention procedures.
For example, using AI-powered algorithms to detect unusual patterns in ad
interactions can help identify fraudulent activities.
The rapid pace of technological innovation in the mobile landscape
necessitates continuous adaptation and learning on the part of marketers. New
devices, operating systems, and features emerge regularly, presenting both
opportunities and challenges. Marketers must stay abreast of these developments
and pivot their strategies accordingly to remain competitive. For instance,
leveraging emerging technologies such as augmented reality or voice search can
enhance the effectiveness of mobile marketing campaigns.
Privacy concerns loom large in the realm of mobile marketing, as customers
are increasingly wary of sharing personal data with advertisers. Failure to address
these concerns can erode trust and drive customers away. Marketers must be
transparent about data collection practices and offer clear opt-out mechanisms to
empower users. For instance, a mobile app that collects location data must obtain
explicit consent from users and provide options to disable location tracking.
For example, in 2018, Facebook faced a massive backlash due to the
Cambridge Analytica scandal, wherein personal data of millions of users was
harvested without their consent for political advertising purposes. This incident
highlighted the pervasive privacy concerns surrounding data collection and
targeted advertising on social media platforms, including mobile devices. Users
became increasingly wary of sharing personal information, leading to a decline in
trust and engagement with Facebook's mobile advertising ecosystem. The scandal
underscored the importance for marketers to prioritize transparency and user
consent in their mobile marketing strategies to foster trust and mitigate privacy
risks.
 In Taiwan, 7-Eleven implemented a mobile marketing campaign to promote
its mobile app for ordering food and beverages. However, the campaign
encountered challenges in capturing users' attention amidst the clutter of mobile
advertisements and competing apps. Despite offering discounts and rewards for
app downloads, many users were reluctant to engage with the ads due to their short
attention spans and limited time while on the go. As a result, the campaign
struggled to drive significant uptake of the mobile app among Taiwanese
consumers. This example highlights the importance for marketers in Taiwan to
craft concise and compelling mobile ad content that can quickly resonate with
users and prompt action amidst the fast-paced mobile environment.
In conclusion, the future of mobile marketing holds immense promise, but it
is not without its challenges and pitfalls. Navigating these hurdles requires
foresight, adaptability, and a deep understanding of evolving consumer behaviors
and technological trends. By addressing issues such as navigation constraints,
attention span limitations, platform fragmentation, privacy concerns, ad fraud,
technical constraints, cost considerations, and technological evolution, marketers
can forge stronger and more meaningful relationships with customers in the mobile
era.
References:

Kenton, W. (2023, February 27). Mobile Marketing: Definition, How It Works, and Examples.
Investopedia. https://www.investopedia.com/terms/m/mobile-marketing.asp

B. T. (2023, October 26). Challenges and Opportunities associated with Mobile Marketing.
Tecocraft Infusion. https://www.tecocraft.com/challenges-and-opportunities-associated-with-
mobile-marketing/

Vikas Kumar and Saurabh Mittal (March 24, 2020) Mobile marketing campaigns: practices,
challenges and opportunities. InderScience. https://doi.org/10.1504/IJBIR.2020.105996

Company, D. (2023, November 3). A Breach of Integrity: Facebook Cambridge Analytica

Scandal 2018. https://www.linkedin.com/pulse/breach-integrity-facebook-cambridge-analytica-
scandal-2018-cmzse/

7-11 app in Taiwan: