A more challenging task for mobile marketers is personalizing advertisements to make consumers feel important to the brand rather than just another dollar sign
Consumers like to feel important. In fact, the more appreciated consumers feel, the more loyal they become. So while it might be more time consuming and might even cost a little more to personalize mobile advertisements, it’s well worth it!
Relevant mobile marketing
Consumers become easily frustrated when they are bombarded by value-less tweets, emails, text messages, and app notifications, so personalizing mobile ads is a great way for companies to avoid annoying customers. Amazon and EBay were a few of the first companies to try personalizing advertisements by making product recommendations for their customers based on previous purchases and searches.
Thanks to the advanced technology of smartphones and tablets, personalizing mobile advertisements has never been easier. Because companies can reach consumers on such a personal level, it is important that they do not abuse their relationship with their consumers by overwhelming them with generic advertisements because it will quickly push them away.
How L’Oreal made their mobile advertisements personal
L’Oreal has tapped into the personalized mobile advertising technique in a creative way. Using GumGum’s photo recognition technology, consumers can upload a photo of themselves through the L’Oreal mobile ad, and L’Oreal will send them hair color ideas that will complement their features.
This marketing tactic proved successful primarily with L’Oreal’s ombre line, which showed consumers which ombre style would work best with their complexion and natural hair color. When consumers receive personalized suggestions like this, they’re more likely to respond to the mobile ads and purchase the product. Not only has L’Oreal reached out to consumers on a personal level, they did it in a convenient and creative way.
L’Oreal can be used as a great example that personalized advertisements will bring in more consumers, and it will also create a loyal consumer base, giving companies a trustworthy name and keeping them in business.