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What do consumers want from mobile marketers? It’s obvious that prospective customers want a lot less spam and a lot more ham.

A recent  industry study, examining consumer attitudes and perceptions about mobile marketing, indicated that 66 percent of consumers say they have received a text message or mobile alert from a brand. However, consumers complain that the majority of brands miss their target with messages people find not useful, irrelevant, or insufficiently personalized.

How do marketers miss the mark? Here are some consumer responses from the survey:

  • 52 percent said the message felt “intrusive or spammy.”
  • 46 percent said the message wasn’t relevant to their interests.
  • 33 percent said the message didn’t offer any value.
  • 41 percent said they would share more information with brands if offered relevant offers or coupons

Forty one percent of survey participants indicated they would share more information with companies via mobile in exchange for relevant coupons or offers. Location data (20 percent) and demographic data (19 percent) were the most common forms of data people were willing to share.

 

Bottom line: consumers are willing to view marketer appeals. But they want more ham (offers, incentives, relevance) and less spam (random, incentive-less ads).

 

To learn more, check out the infographic below.

mobile 2

mobile 3

Views: 141

Tags: Apps, Automotive, Generation, Marketing, Message, Millenials, Mobile, SMS, Sites, Text, More…Web, Y, advertising, automotive, car, dealers, dealerships, for, marketing, message, mobile, mobilized, smartphone, solutions, text, wave

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Comment by Mike Maggs on June 29, 2014 at 10:55am
Great article Elena. We provide a platform where the customer initiates the contact by clicking on a "Get a Text Quote" button on the inventory page.
Comment by Mike Elliott on June 27, 2014 at 9:03am

great article & infographic, Ralph' very useful info.

Comment by Ralph Paglia on June 27, 2014 at 1:03am

This article and the infographic used to illustrate the points it makes should be read by everyone who fancies themselves an automotive marketer, social media marketer or content marketing professional!

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