A recent Oxygen8 Group survey identified that 42% of consumers in Britain felt the mobile marketing messages they received were not relevant or useful. The survey looked at all types of mobile communications such as traditional SMS messages, automated voice messages, email and app notifications.
While this may suggest that customers do not want this type of engagement it’s clear that it’s not all doom and glume. Almost a quarter (22%) of consumers said they would be more likely to buy and spend money with a company that sent them useful mobile communication. One of the key problems with mobile marketing currently is its perception, it’s understandable given the number of unwanted payment protection insurance and other unsolicited mobile messages that consumers are still sceptical about mobile marketing.
Head of Product Development at Oxygen8 Group, Maria Grant says “Mobile marketing allows businesses to communicate with their customers wherever they are which makes it an incredibly powerful channel,” she continued “What’s concerning is how few of the messages consumers are currently receiving they find valuable. Companies need to rethink their mobile marketing strategies, working harder to identify the needs of each customer and synching up all channels to get a better picture of their habits and preferences. Only then will they be able to find the best way to communicate with them and deliver the right message at the right time.”
Furthermore the survey a highlighted that just over half (54%) of consumers said they would be happy to receive marketing offers via their mobile devices providing they were relevant. This included discount vouchers, offers and promotions and being informed that a product they were interested in was back in stock.
A business that better understands its customer’s needs was a factor for around a third (34%) of respondents to the survey outlining the need for improved customer service and the ability to offer them something different. Mobile messaging not only helps to build a relationship between you and your customer but also allows you the opportunity of increasing your sales and profit.
Overall the survey identifies that customers would like to receive mobile marketing messages, however the content needs to be both targeted and relevant to them, once this has been achieved it seems they will engage and connect with your business.
Understanding your customer’s needs and tailoring your messages to suit those needs is a must if you’re to make the most from your mobile marketing.
Source – Oxygen8 Group, November 2013