'Trust' and 'control' are key to mobile marketing
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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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Readers' comments (3)
Julie Strawson, Monotype Imaging | Wed, 18 Nov 2009 11:42 am
It must be encouraging for organisations to hear the majority of consumers are receptive to mobile marketing. (‘Trust’ and ‘control’ are key to mobile marketing, 12 November). However, this does not mean mobile marketing has been “cracked”, no matter how well respected a brand is. In this ‘spam-conscious’ age, written communication and logos, from even the most trusted organisations, need to be displayed consistently and legibly across all communications channels, in order to instil and preserve trust and loyalty.
One of the most overlooked and most fundamental factors to get right is the style and display of the font. When consumers are used to seeing written communication from a company displayed a certain way, it’s essential to be consistent. Would you trust a mobile site that didn’t look like it was supposed to or give your details if the logo was in a different font on your phone to the one on the company’s website?
Implementing typefaces across new media is a process that needs careful consideration from both an aesthetic and technical standpoint. Until it’s easy for companies to maintain brand consistency across all platforms – from print to dektop to mobile it will be a challenge for marketers to win consumer trust.
Julie Strawson, Director of Marketing, Europe.
Monotype Imaging
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Julie Strawson, Monotype Imaging | Wed, 18 Nov 2009 1:19 pm
It must be encouraging for organisations to hear the majority of consumers are receptive to mobile marketing. (‘Trust’ and ‘control’ are key to mobile marketing, 12 November). However, this does not mean mobile marketing has been “cracked”, no matter how well respected a brand is. In this ‘spam-conscious’ age, written communication and logos, from even the most trusted organisations, need to be displayed consistently and legibly across all communications channels, in order to instil and preserve trust and loyalty.
One of the most overlooked and most fundamental factors to get right is the style and display of the font. When consumers are used to seeing written communication from a company displayed a certain way, it’s essential to be consistent. Would you trust a mobile site that didn’t look like it was supposed to or give your details if the logo was in a different font on your phone to the one on the company’s website?
Implementing typefaces across new media is a process that needs careful consideration from both an aesthetic and technical standpoint. Until it’s easy for companies to maintain brand consistency across all platforms – from print to dektop to mobile it will be a challenge for marketers to win consumer trust.
Julie Strawson, Director of Marketing, Europe.
Monotype Imaging
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Hans Hegge of Text Ripple | Fri, 20 Nov 2009 2:43 pm
I love the first statement, "frequency and number of messages they receive". This is key! The old school mentality is that more is better. When it comes to mobile this is inaccurate. In our opinion it's the opposite, less is more effective and Text Ripple is a firm believer in this.
If you have questions regarding what is appropriate please email me at hans@textripple.com.
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