It has been well documented that consumer Trust plays a major factor in any form of marketing and advertising. The big question is how can we, as advertisers or developers showing these ads, positively affect this level of trust to increase our advertising performance? Additionally, does mobile advertising have different rules to the wider market or even the web?
Already in 2007, a study published by the Journal of Advertising Research found an interesting phenomenon in mobile advertising. While examining the role of trust in the mobile advertising and applications marketplace, their conclusion was that consumer trust is in-fact a major factor in the receptiveness and response to the advertising campaign and to the application on which it was displayed. However, more interestingly, the study showed that this correlation was much stronger for ads focused on durable goods. Consumers were more open to ads for services and nondurable goods, even from companies they had not previously heard about and with which they had had no dealings in the past. This indicates that trust may be easier to come by in the mobile sphere. Why would this be?
In the mobile app marketplace, trust is already a key to success and expansion. Positive reviews and a professional presentation can help to build trust, but it is the quality and utility of the application and its associated advertising that are most important in retaining consumer confidence. Consumers demonstrate their trust in a number of ways:
• By downloading the application to their mobile phones, consumers show confidence that the application is both functional and free of any damaging code or programming.
• Using the application certifies that the consumer finds it entertaining, functional or otherwise worthwhile.
• Recommending the application to others is the most direct evidence of trust in both the application and in its general usefulness.
Mobile apps are judged by their performance and quality; by consistently creating unique and useful apps for end users, developers can create a brand name that engenders trust and respect in the mobile marketplace.
So building trust in the medium itself (ie the app), increases the trust a consumer will have in the advertising they are seeing. But another key factor cannot be ignored. The regulation imposed by the various marketplaces, creates a strong level of trust for consumers that the apps they download are bona-fide. This means that the trust starting point for all apps is already relatively high. This is a positive for advertisers and developers alike.
Clever repetition is the key.
So what else can advertisers do to further increase the trust consumers place in mobile advertisements? Numerous studies have shown that repeated exposure to advertising materials builds brand recognition among consumers, however, evidence also suggests that frequent exposure to the same advertising can actually produce a negative effect over time. By varying the commercial messages and keeping the company’s ad content fresh, mobile advertisers can achieve the benefits of brand recognition without risking backlash from too many repetitions of the same ad.
The final piece of the puzzle.
The last area of trust is built up by ensuring that there is relevancy between the ads shown and the place they are displayed. This is where LeadBolt helps our network partners increase consumer confidence. We spend much of our time developing cutting edge technology to increase consumer engagement for the ads we show. This means ensuring relevancy, but also imposing rigorous approval processes for all ads and apps so that you guys can trust that your consumers will increase their trust in you and your assets.
This harmonious relationship between developer, advertiser, market place and ad network, means you can continue to build trust and achieve superior results through increased downloads, boosts in sales and improved reputation of your product and services.