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BizReport : Mobile Marketing : December 10, 2013


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.

by Helen Leggatt

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

Tags: mobile communications, mobile marketing, relevancy, survey, U.K.










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