News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Nearly half of consumers believe mobile marketing messages are irrelevant, useless
New research among consumers into mobile marketing communications has revealed that they are not as relevant and useful as brands and retailers might think.
According to new research from integrated mobile solutions specialist Oxygen8 Group, nearly half (42%) of consumers in the U.K. feel that none of the marketing communications they receive on their mobile devices are relevant, nor are they useful.
While mobile is a powerful channel, allowing marketers to communicate with consumers wherever they are, it is concerning just how few of these messages provide recipients with any value. More than 4 in 10 (44%) said that less than one quarter of the marketing messages they receive on their smartphone or tablet are of any value.
"Companies need to rethink their mobile marketing strategies, working harder to identify the needs of each customer and syncing up all channels to get a better picture of their habits and preferences," says Maria Grant, Head of Product Development at Oxygen8 Group. "Only then will they be able to find the best way to communicate with them and deliver the right message at the right time."
When marketing messages are relevant, useful and timely, they can change a consumer's perception of a brand or retailer. Nearly a quarter (22%) of consumers said they were more likely to make a purchase when mobile communications were relevant and relevancy would cause 34% to feel a business understood them. More than half (54%) are interested in receiving discount vouchers, while 46% are interested in knowing when products they want are in-store.
"A vast amount of customer data and the tools to analyze it are now available for businesses to create intelligent mobile marketing strategies," says Grant. "The work we do with our customers is all about targeted communications that offer long term return on investment. This research shows a clear call to action for companies to invest in these tools to achieve value from their mobile marketing."
Recent research from [x+1] found that email was, by far, the marketing channel that consumers believed was most relevant and accurate.
Image via Shutterstock
- In-store pricing versus online: Getting the price right at the right time
- Investment in the online shopping experience paying dividends for retailers
- Survey: Mobile a sore spot for luxury brands
- Study: Switching economy could cost US brands $1 trillion
- Does your business send packages? USPS postal rates change
- Localytics: App engagement up, retention declines
- Knowledge of marketing automation low among senior-level marketers
- Study: Data tools don't stop cross-channel challenges
Featured White Papers
- Worksheet: Are You Ready for Marketing Automation?
Download this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Benchmark Report: Data Drives Social Media Performance
After analyzing 1.6 M posts on Facebook, Twitter and Google Plus, we've concluded that how you distribute your social posts...
- What Your Website and a Great Book Should Have in Common
With real-time personalization, your website can share many of the same characteristics of a best-selling novel - including the ability...