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BizReport : Mobile Marketing : November 02, 2009

Consumers unhappy with lack of mobile marketing messages

Yes, the headline is correct. I know it's not something you hear everyday in the world of marketing but, nonetheless, findings of a recent survey show that a large number of consumers aren't happy with mobile marketers because... wait for it... their favorite brand hasn't yet marketed to them via their mobile device.

by Helen Leggatt

hipcricket logo.pngThat's right - a massive 83% of people surveyed for HipCricket's second annual Mobile Marketing Survey are staring blankly at their mobile screens just waiting for a marketing message that could direct them to a bargain from their favorite brand or provide them with a nugget of new product information.

Consumers are already using the mobile Internet to find brands and products, with 85% of respondents agreeing that it's a valuable source of information that interests them. A little over 40% have visited a retailer's mobile website for such reasons as finding store locations (70%), store hours (51%), directions (39%) and searching for coupons or promotions (29%).

HipCricket's September study (.pdf), based on 511 email responses, also discovered that mobile Internet users are even paying attention to marketing messages they receive on their handsets. Almost half of those who had received mobile marketing offers recalled the brand and a whopping 94% remembered the specific call to action.

Yet, despite consumer want, mobile marketers just don't seem to be pushing their messages to consumers.

"With consumer interest in mobile marketing continuing to steadily increase, it's clear that now is the time for brands to launch and execute their mobile strategy and programs," said Scott Debson, HipCricket's Vice President of Brand Solutions.

"Mobile initiatives are succeeding because they connect a demand from the consumer with high levels of recall. The study highlights that brands should be taking advantage of the mobile medium."

Tags: brand marketing, mobile Internet, mobile marketing, mobile users

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