'Control' and 'transparency' key to mobile marketing strategies

Brands that send unsolicited marketing messages to consumers' mobile phones are in grave danger of being cut-off and their reputations damaged, according to new research from the Direct Marketing Association.

by Helen Leggatt

The message from the DMA's recent UK Spam Study is loud and clear - control and transparency are both key to developing an effective mobile marketing strategy. Ensuring consumers actively opt-in and that frequency and relevancy are maintained will garner trust and leave consumers with a sense of control, found the study.

"Understanding the attitudes of consumers towards SMS marketing is key to creating a successful mobile marketing campaign," said Mark Brill, chair of the DMA Mobile Marketing Council. "Unlike emails, mobile phones are routinely regarded as a private means of communication reserved exclusively for family, friends and colleagues."

"This study shows that consumers regard crossing this threshold and contacting them via unsolicited SMSs as being a near unforgivable violation of privacy. Brands guilty of such transgressions face dire consequences at the hands of the aggrieved consumer."

The study, conducted with mobile ad agency Txt4ever, also found that:

- More than half of respondents didn't feel the opt-in process for receiving promotional SMS messages was clear enough.

- Two-thirds believed they would be charged for receiving or opening a spam message.

- Two-thirds wanted the option to choose the time of day they receive messages

- 70% of consumers were happy to receive marketing messages via mobile, with more than 50% welcoming promotions from trusted brands.