Mobile engagement means more than following rules

While consumers are happy to be sent mobile marketing messages, advertisers need to do more to win trust and be clear about their use of data. According to a study carried out by txt4ever, in association with the Direct Marketing Association, over half of respondents said that the opt-in process is not clear enough and the majority said they did not know who had contacted them.

“Mobile Marketing White Paper: UK Spam Study” looked into the unwritten rules of engagement in the mobile channel and found that nearly 70 per cent of consumers are happy to receive marketing messages, while more than half welcome SMS from trusted brands sending promotions and offers. But there is a lack of clarity around controls over receipt and two-thirds would like to choose the time of day when they receive mobile marketing messages.

Mark Brill, chair of the DMA Mobile Marketing Council, says: “Trust and clarity is key to developing an effective mobile marketing strategy. It’s therefore important to be explicit about opting in. Customers who have opted in should be quickly contacted with confirmation of their choices and information on how to opt out. Brands may find that their reputation is quickly damaged if mobile marketing messages are too frequent, sent at the wrong time of day, irrelevant or unclear to the user.”

Dealing with unwanted or unpermissioned messages is not an obvious process, since 34 per cent would complain to their mobile operator compared to 51 per cent who would complain directly to the advertiser. One third of consumers believe that receiving mobile spam results in a charge on their bill and a similar number believe they are charge if they open a spam message.

Brill adds: “Understanding the attitudes of consumers towards SMS marketing is key to creating a successful mobile marketing campaign. 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.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here