Mobile marketing must work harder


Consumer appetite for mobile marketing outstrips ability of brands to exploit

Almost half of UK consumers are willing to accept branded communications through their mobile phones, if it is delivered in a way that they choose, new research states.

Altogether, 45% of British consumers will put up with branded communications of they can dictate how it is presented, a figure that rises to 55% if the company is perceived as a 'trusted' brand.

The research, conducted by mobileSQUARED on behalf of Velti, found that a UK consumer will sign up to receive communications from on average just three companies, making first mover advantage critically important for brands hoping to exploit this lucrative mobile marketing channel.

Nearly half of the 3,000 people polled (42.4%) would opt-in to receive information from mobile network operators, while retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%) are all well positioned to be a 'trusted' brand and to exploit the mobile opportunity.

The findings highlight the need for brands to innovate in order to satisfy the current consumer appetite for receiving marketing information via the mobile channel in the form of mobile messaging, email, social media and apps.

UK consumers are open to frequent mobile marketing messaging, with 37% of respondents open to receiving messages from a chosen brand on a daily basis versus 24.6% who prefer a monthly message.

Barry Houlihan, general manager at Velti, commented: 'The research we've carried out challenges perceived mobile marketing thinking and puts consumer demand for marketing ahead of supply. In fact, UK consumers are far more open to branded communications than many companies believe, provided their delivery preferences and opt-in choices are respected and the brand earns the all-important trust of the consumer. The mobile channel is increasingly central to any branded communications strategy given its real time results and relevance across multiple delivery formats; it is clear that the time is now for brands to innovate and explore the business benefit it brings.'

With immediate opportunities for MNO's, retailers, financial services and travel businesses in particular, the research highlights a number of key mobile marketing considerations including the importance of building consumer trust, communication with the right frequency and the need to ensure maximum reach across different types of devices.


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