Posts tagged with Velti

Mobile marketing mainly used for customer acquisition: report

Mobile marketing is predominantly used for customer acquisition and brand awareness, according to new research from Forrester and Velti.

The survey of 150 US mobile marketing professionals found that 86% of respondents use the channel for customer acquisition, while 79% use it for awareness.

A further 78% said they use mobile for loyalty and retention and 66% for customer satisfaction.

The report suggests that by focusing on upper-funnel branding and promotions marketers are missing out on the personalised engagement opportunities offered by mobile marketing.

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45% of consumers would opt-in to mobile marketing [infographic]

Nearly half (45%) of UK consumers are willing to accept branded communications via mobile if they are delivered according to their opt-in terms.

The new survey, conducted by Velti, found that consumers will only sign up to communications from three companies on average, making it difficult for brands to take advantage of this opportunity on a wide scale.

When respondents were asked what type of companies they would opt-in to receive information from, mobile network operators came out on top (42.4%), followed by retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%).

The survey also shows the importance of mobile email. While 36.9% of consumers prefer to receive messaging on a mobile (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%), 78.3% said they prefer email marketing.

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