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Trusted brands could benefit from mobile marketing

Trusted brands could benefit from mobile marketing
Thursday September 6 2012

Nearly half of UK consumers (45 per cent) are happy to accepted branded communications through their mobile devices if it is delivered through their opt-in terms, new research shows.

According to a study conducted by MobileSquared, this figure goes up to 55 per cent if the company that is behind the online marketing is a "trusted" brand.

As retailers are among the most trusted companies, this gives them a distinct advantage in the e-commerce mobile marketing space.

Other trusted brands included financial services firms and travel companies.

As the average UK consumer will sign up to receive communications from just three companies, it is essential that firms work quickly and efficiency to gain the advantage in the lucrative mobile marketing arena.

In addition, the study found that most consumers in Britain are open to being messaged quite frequently through mobile marketing: 37 per cent said that they were happy to receive messages from a chosen brand on a daily basis, and nearly a quarter said that they'd be happy to receive branded communication at anytime, be it weekday or weekend, morning, afternoon or evening.

According to Barry Houlin, the general manager of Velti, who commissioned the study, the research challenges the perceptions of many UK firms as it puts consumer demand for marketing ahead of supply.

"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. Mobile 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," he said.
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