Mobile marketing a ‘largely untapped’ way to connect with customers
Growing consumer interest in mobile marketing and customer loyalty programmes has created a significant and largely untapped opportunity for brands to connect with customers on their mobile devices.
That is one of the findings of the second annual HipCricket Mobile Marketing Survey found that while 37 percent of consumers would be interested in participating in a mobile customer loyalty program from a brand they trust, 83 percent say their favorite brand has yet to market to them via their most personal device, their mobile phone.
Mobile marketing campaigns are becoming significantly more influential and effective, according to the study. UK marketing company HipCricket found that of those consumers who have received mobile marketing offers, 47 percent have brand recall and 94 percent of those remember the specific call to action.
The survey highlights the continued influence of text messaging/SMS as both a communications and marketing tool. Specific findings include:
* Aside from phone calls, 73 percent of people said they use their mobile device most for texting friends
* 34 percent have received a marketing offer on their cell phone via text message (up from 28 percent in 2008)
The study revealed that the mobile Web continues its momentum as an increasingly important information resource for consumers. Specifically:
* 85 percent of respondents agree that the mobile Web is a valuable source for information that interests them
* 21 percent of respondents access the mobile Web at least once per day and 37 percent access it at least once per week
* 41 percent of respondents have visited a retailer`s website from their mobile phone. The most popular reasons include:
* To find store locations – 70 percent
* To find store hours – 51 percent
* To get directions – 39 percent
* To look for coupons/promotions – 29 percent
“With consumer interest in mobile marketing continuing to steadily increase, it`s clear that now is the time for brands to launch and execute their mobile strategy and programs,” said Scott Debson, HipCricket`s VP of brand solutions. “Mobile initiatives are succeeding because they connect a demand from the consumer with high levels of recall. The study highlights that brands should be taking advantage of the mobile medium.”