For years now businesses have used the web find new customers through advertising. However, as ads have grown more prevalent, users have looked for ways to block them. This poses a big risk to businesses who depend heavily on web based ads to drive new customers to their business.
The trend of blocking ads is now carrying over to mobile because of its enormous popularity and rapid growth. In fact, Apple just announced at its world-wide developer conference that it was adding support to it next major operating system update for software developers to create ad blocking software for its Safari browser. (http://www.wired.com/2015/06/apples-support-ad-blocking-will-upend-web-works/)
This is very bad news for businesses who depend on the mobile web to find new customers via mobile ads. You can bet that many developers are already working on software to block mobile ads and that software will be ready to ship as soon as the new iOS is ready to ship. Android already allows ad blocking software so more an more users are already learning how to block mobile ads.
With that in mind, what is a business supposed to do? The ultimate solution is to create a raving, loyal fan base that wants to see its ads and to be a part of it. This is accomplished as much or more through non-technical means as much as through technology. This includes a heavy focus on customer service, which is where many companies fall short. A business needs to create an unforgettable customer experience while a customer is inside of their four walls. Once they have that, technology can provide a tremendous boost to their customer retention and return rates.
Luckily technology can also be a part of the unforgettable experience so it can be implemented in parallel to help a business create more and more valuable customers.
One of the most important things that a business can do is to get its own mobile app. There are a couple of very important reasons for this. The first is that neither Apple or Google has any plans to block ads that are sent within or through a mobile app. What this means is that if a business has its own mobile app it will be able to send deals to its customers any time that it wants to. A mobile app also helps create a customer database which allows a business to target its customers in a more personal way. In addition, a mobile app can provide a loyalty program as well as event notifications. Last but definitely not least, a mobile app helps create a presence for them on one of the most important pieces of real estate there is right now and for years to come…their customer’s mobile phone.