‘Trust’ and ‘control’ are key to mobile marketing

The majority of consumers are receptive to mobile marketing messages from brands they trust but want to remain in control of the frequency and number of messages they receive, according to a study.

Almost three-quarters (70%) of consumers are happy to receive messages and more than half of consumers (55%) stated they would welcome SMS marketing messages from trusted brands with sales promotions and offers that are “of genuine benefit”, according to a study by mobile marketing firm txt4ever in association with the DMA.

However, over two-thirds (68%) of respondents felt that companies did not make the opt-in process clear enough, while 65% wanted to choose the time of day they received mobile marketing messages. A majority (68%) of respondents did not know who had contacted them.

Chairman of the DMA mobile marketing council, Mark Brill, says: “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,” he says.

The survey polled 270 people online between May and July this year. The majority of respondents were aged between 30 and 50 years.

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