New research has revealed consumers demand control over their personal mobile marketing experience and brands’ knowledge of their personal information.
mBlox and Opinion Matters surveyed over 2,000 mobile users and found 61% of respondents reported it was ‘extremely important’ to be able to opt in and out of mobile promotional material, although the figure is slightly lower for 18-24 year olds.
Over half of those surveyed said it’s important that promotions come from a company or brand that they have used before, while 54% said offers must be timely.
However, half of mobile consumers also admitted to having no experience so far of receiving mobile marketing messages, making it vital that brands ensure the consumer’s first mobile marketing experience is a positive one, said the report.
In terms of location-based services, the research revealed half of those polled believe it’s important that offers and promotions are close to their current or planned location but 67% said they didn’t want brands to know their whereabouts.
Michele Turner, CMO at mBlox, said in the report: “Our research also demonstrates that brands need to get it right first time. There are extraordinary opportunities open to them, especially with location-based marketing, where customers are targeted when they are in the vicinity of a brand’s store. This has huge potential to drive large sales volumes at key selling times.
“Companies need to recognise that the personal nature of mobile devices means consumers will only invite brands to communicate to them via their phones under their own terms. As an industry, we have a responsibility to offer opt-in, consented mobile marketing to ensure that consumers aren’t put off at the very beginning.”