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SMS advertising 'more popular than mobile web'
Marketing News |
11/01/2012
Western European consumers would rather receive text message advertising than promotions via other mobile channels, it has been reported.
Research commissioned by the Direct Marketing Association (DMA) indicated that mobile-owning consumers in the UK, Germany and France prefer receiving SMS-based marketing.
In the UK, 38 per cent of UK mobile owners prefer receiving promotional offers via SMS, compared to 15 per cent who favour mobile web.
For consumers in Germany and France, 58 per cent and 60 per cent respectively opt for SMS as their preferred channel for receiving mobile-based offers.
Some 21 per cent of consumers in both countries prefer mobile web, the DMA found.
Meanwhile, the study revealed that 40 per cent of UK consumers are interested in being contacted via mobile by advertisers.
This was four times the number who said they would rather receive offers from their mobile network operators.
Krishna Subramanian, chief marketing officer of Velti, said the findings highlight important cultural differences for marketers working on brands that span multiple countries.
"From our perspective, this survey highlights a vast opportunity available to mobile marketers to address the gap in mobile engagement and to bring creative solutions to the table to reach these consumers," she stated.
"With mobile growth exploding worldwide in both emerging and developed markets, brands should embrace consumer preferences in every region they reach and develop campaigns that actively engage their current and potential customer base to get ahead of the curve."
Mark Brill, chair of the DMA Mobile Marketing Council, said the mobile channel is "not a homogenous market" in the EU.
"Clearly, a 'one size fits all' approach cannot be used across different territories. Even within the same country, acceptable practices will differ depending on the demographics or products," he stated.
Mr Brill noted that the key to acceptable mobile marketing is to understand the target audience's preferences.
Businesses must ensure they engage with consumers in the way they want to be contacted, he added.
"Taking this considered approach must be at the heart of mobile marketing best practice," the DMA expert stated.
Posted by Stephen Wilkinson
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