A report from the Direct Marketing Association suggests that companies targeting mobile users with social media marketing should avoid any campaign that could be invasive for these users. According to the poll of smartphone users, 60 percent of respondents said they regularly access social media apps on their handsets. Thirty-five percent said they do not want brands to maintain a presence on these apps.
However, many of these same users regularly access a company’s social media marketing content from their smartphones. It seems that most simply do not want these campaigns to interfere while they are on the go. Many access ads or coupons on mobile devices regularly, but consumers grow frustrated when they receive alerts of any kind related to brand activity on their handset.
Ultimately, the DMA suggests that companies take this increased use of social into account and avoid excessive posts to any platforms. Users Like and follow brands for a reason, but they will unfollow any account they believe to be posting content excessively.
As social media marketing continues to evolve, consumers are beginning to behave in certain ways that can help companies inform their campaigns. Brafton recently reported, for example, that 83 percent of Facebook users ignore paid ads on the website, but they are increasingly likely to engage companies with Likes and comments.