‘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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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