A new mobile marketing survey by Airwide found that 1 in every three of the major brands have launched mobile markeing campaigns, and are primarily focusing their efforts on gaining early brand reinforcement and customer relationship advantages.
According to the Airwide survey:
- Brand experience with mobile marketing is increasingly positive as more brands are getting higher response rates from their campaigns. Brands surveyed confirmed that many recipients of mobile marketing campaigns requested more information as a result of receiving a mobile marketing message.
- Three quarters (73%) of brands answered that up to 10% of recipients subsequently undertook a financial action as a result of the campaign.
- Every responding brand agreed that their most recent mobile marketing campaign was successful in increasing customer familiarity of their brand.
That said, almost half of big brands (46%) are worried that mobile marketing is too intrusive, many fret that their customers will perceive messages as spam. Of these, 41% are unsure how to rectify the problem by targeting specific audiences.
I'm not sure how targeting specific audiences will ensure that consumers don't perceive advertising appearing on their mobile phone as spam. The only way to make sure you aren't annoying people with your marketing message – particularly on a device as personal as a mobile phone – is to operate on a strictly opt-in basis. The consumer needs to initiate the conversation.