More Evidence That Bribery Works
ADOTAS – While most consumers aren’t thrilled to receive marketing and advertising messages on their mobile phones, they are significantly more likely to engage with messages if they have an incentive to do so.
ABI Research has found that 37% of those who have received text message-based advertising have indicated they are more likely to respond to advertising in a text-based marketing message if they are offered an incentive such as a retail coupon or free song or ringtone, compared with only 11% who indicated that such incentives would not have any impact.
“We think that in general, advertisers and operators must tread carefully when delivering marketing messages to a consumer’s mobile handset, especially given that many subscribers believe they are paying a significant amount of money for their mobile services,” says research director Michael Wolf. “However, we believe that marketing and advertising messaging that is properly crafted and that utilizes incentives could enjoy more acceptance on the part of the consumer.”
The most effective incentives were real-world discounts and coupons for retail storefronts, ABI found. More than 60% of those who were either neutral or open to potential text message marketing nominated a discount coupon at a local retailer as the incentive they would most likely respond to. The next most popular incentives were free ringtones and songs.
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