Mobile is gaining momentum as the next go-to channel for marketing campaigns, with 80 percent of smartphone users indicating they are very receptive to receiving location-based text messages from marketers, according to a new poll by mobile messaging company mBlox.
The survey of more than 1,500 mobile device users in eight countries also revealed 59 percent of respondents prefer to receive SMS or push messages with an offer or coupon.
“We see SMS and push as a missed opportunity for marketers, said Stacy Adams, vice president of marketing for mBlox, in an interview with CMO.com. “So when you look at that, combined with the fact that 4 billion people in the world have mobile phones and thus have access to SMS and text messages, that means SMS has more users than Facebook, Twitter, and LinkedIn combined.”
In spite of the potential to reach all of these people on their mobile devices, Adams said marketers believe consumers don’t want to receive offers that way. There’s also a perception that if consumers won’t click on a banner ad on a Web site, then they won’t be receptive to a text. The impetus for the survey was to find out if the hesitations marketers have about reaching consumers on their mobile devices are real.
While the survey found consumers are receptive to text and push messages, 88 percent said they want to be able to opt in to receive messages from a company to make sure they are relevant and targeted at them. The types of marketing messages respondents said they are willing to receive on a mobile device include:
- SMS/text messages offering coupons or deals for a brand based on a consumer’s location (23 percent).
- SMS/text messages offering coupons or deals for a brand (20 percent).
- Push notifications with updates, coupons or deals relevant to an app (16 percent).
- Email marketing messages (14 percent).
One of more surprising findings was that after watching commercials on television (81 percent do so), SMS/text messages offering coupons or deals for a brand was cited by 76 percent of respondents as the second type of media they are most likely to engage with. That was closely followed by 73 percent who cited both email marketing messages and push notifications with updates, coupons, or deals relevant to an app.
Adams dismissed the notion that people are overly concerned about the privacy and security of their data, noting that many–especially Millennials–share personal information all over the Internet, a phenomenon she said has somewhat expanded to include Gen X and Baby Boomers.
“It’s growing like gangbusters in social networks. So we have this sharing-oriented and almost oversharing-oriented society,” she said. Adams cited an example of people who put personal information about their weight, calories consumed, and driving data into apps when it’s possible those companies could sell that information to insurance companies.
“It gets attention and gets people to read that,” she said. “I’m looking at data and a reality that says that’s not the case–people are using Instagram and Waze,” and sharing all kinds of data about themselves.
The survey also revealed that, on average, 73 percent of respondents said they have received a text or push message from a company, and 68 percent found it to be valuable. After reading an SMS or push message, 22 percent of respondents said they redeemed a deal made available through the message, 14 percent shared the message with friends and family, and 13 percent made a purchase.
A company can do an SMS mobile marketing campaign for about $5,000 a month, depending on the size of its database and how many people it is trying to reach, Adams said.
“We’re saying employ push and in-app messaging to re-engage people with an app,” Adams said. “There’s a very large number of people who do not engage with an app or only engage with it once or twice before letting it sit dormant on their phone.”