(All together now ring ding ding ding ding.) Crazy Frog was symbolic of everything that was wrong with the premium rate mobile industry 5 or 6 years ago.
On a whim, unwary consumers would text in a code to get the ring tone or wallpaper (I know, seems unbelievable). They would then find themselves subscribed to a ‘club’ which would cost them up to £27 a month. They then spent the next few months trying to find out how to stop the deluge of premium rate texts raining onto their mobile bill.
Some recent research released by IAB and DMA revealed that the bad experiences of many consumers are having a negative impact on people’s willingness to opt in to receiving mobile marketing messages from brands. Amazingly 71% of people said that they would be wary of the costs associated with opting into an SMS alert service. This is a spectacular own goal by the mobile industry. By allowing unscrupulous premium rate SMS services in the early days, it seems that the mobile marketing industry is viewed with suspicion and not to be trusted.
On a more positive note, the research also showed that consumers are quite open to brands using the mobile channel to communicate with them more effectively.
The full research can be read on the IAB website but here are a few of the more interesting findings.
Mobile Marketing Research Findings
- A fifth of consumers already opt in to receive mobile marketing messages from brands or Network providers.
- 75% stated they would be happy to opt-in to such services, given the right incentive, such as attractive offers, money off vouchers or priority service from a brand.
- 62% said that they would open a message within 5 minutes even if it was not sent from a relative or friend.
- The research also found that opt-in consumers were 122% more likely to view SMS and MMS as a timely form of advertising communication.
Mark Brill, chair of the DMA Mobile Marketing Council, said:
“It’s hugely encouraging to see how responsive consumers can be to mobile marketing messages. However, the report also highlights the importance of both directly opting-in customers, along with the need to give them the right marketing incentives.”
If you’d like to discuss how your organisation might benefit from mobile marketing, please call us on 0117 9249207. We’d love to help you put the right strategy in place.
- 99% of Mobile Apps Only Get Used Once
Can this really be true? This is a figure produced by BlackBerry recently that underlines the sad truth that most...
- SMS Marketing for the Financial Services Industry
The financial services sector has endured a torrid time in the past 18 months. For most companies it’s been a...
- SMS Cements Top Spot as Most Read Medium
We’re always pleased when industry bodies report figures that support mobile marketing. The Mobile Marketing Association recently released an absolute...
- The Onward March of SMS
6 or 7 seven years ago, most industry pundits were predicting that the meteoric rise of sms messaging as a...
- Is This the Golden Age of SMS Marketing?
I have this ominous feeling that we may look back on this period in the development of mobile marketing with...
- Text Marketer’s SMS Service Taken Up By The Caravan Club
With over 1 million members, The Caravan Club offers a superb choice of quality caravan parks and caravan sites in...
- 5 Reasons Why You Can’t Afford To Ignore Mobile Marketing
1. It’s the most responsive direct marketing channel available. Using bulk sms as a way of communicating an offer to...
- System Update – Upload your mobile numbers straight from Microsoft Excel
The development team at Text Marketer have had a busy few months and the latest system improvement has now been...