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BizReport : Mobile Marketing : June 03, 2014

Drive mobile marketing engagement with value-laden messages

Mobile engagement and analytics firm, Hipcricket, has released data showing that despite most mobile users having received mobile alerts or text messages from a brand, few provided content that was relevant or useful.

by Helen Leggatt

Two-thirds (66%) of the 1,202 U.S. adults involved in Hipcricket's study said that, in the six months prior to being surveyed, they had received a mobile alert or text message from a brand or business.

However, less than half of those found that mobile communication to be useful. According to 52%, the messages felt "intrusive or spammy" and 46% said the messages were not relevant.

While consumers are now actively engaging with brands and businesses via mobile, Hipcricket's research highlights the need for mobile marketers to offer consumers something of value. Indeed, 41% of survey respondents said they would be more likely to share information such as location or demographics data in exchange for something of value such as coupons or offers.

"This data, properly analyzed, can unlock a treasure trove of information that drives more personalized, relevant mobile marketing," said Doug Stovall, chief operating officer at Hipcricket. "Companies that can synthesize and apply data to present the correct offer at the correct time are going to win at mobile marketing. Those that don't risk backlash from dissatisfied customers who will turn to other brands that can provide the information they seek."

Image via Shutterstock

Tags: brand marketing, mobile marketing, mobile message, text message

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