Survey: Brands are Missing Major Opportunities to Connect with Consumers
BELLVUE, Wash., May 20, 2014 (ADOTAS) – A new study by Hipcricket, Inc. (OTCBB: HIPP) (OTCQB: HIPP), the leader in mobile engagement and analytics, examines consumer attitudes and perceptions about mobile marketing. The survey shows that 66 percent of consumers have received a text message or mobile alert from a brand. However, the majority of brands miss the mark on delivering more meaningful engagement by not sending messages that people find useful or relevant.
Key findings of the study indicate that marketers embrace mobile as a vital component of the marketing mix:
- 66 percent of respondents received a text message or mobile alert from a company/brand in the last six months.
- 45 percent found that text message or alert useful.
However, marketers miss the mark when it comes to sending relevant, personalized messages, which frustrates consumers:
- 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 incented with relevant offers or coupons.
“There is tremendous room for growth for brands to establish a meaningful and lasting connection with their customers,” said Doug Stovall (pictured), chief operating officer at Hipcricket. “This research indicates that consumers are actively engaging brands via mobile marketing, which is encouraging. But, brands must deliver relevant and personalized campaigns or they will miss out on a growing share of the market.”
Indeed, 41 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.
“This data, properly analyzed, can unlock a treasure trove of information that drives more personalized, relevant mobile marketing,” continued Stovall. “Companies that can synthesize and apply data to present the correct offer at the correct time are going to win at mobile marketing. Those that don’t risk backlash from dissatisfied customers who will turn to other brands that can provide the information they seek.”
Hipcricket’s AD LIFE® platform supports over 7,000 device types and screen sizes allowing brands and agencies to deliver personalized, relevant campaigns. The level of detail collected and analyzed by the platform drives higher performing mobile marketing and advertising campaigns and increases overall campaign ROI.
About the Survey
The 2014 Hipcricket “Consumer Attitudes on Mobile Marketing” survey is a national survey designed to provide insight into how consumers perceive and engage with mobile marketing. The online survey was conducted in April 2014 and targeted 1,202 adults in the U.S. The survey run by a third party was sponsored by Bellevue, Washington-based Hipcricket.
Hipcricket, Inc. (OTCBB: HIPP) & (OTCQB: HIPP) provides a unified mobile engagement platform that drives awareness, sales and loyalty. Its AD LIFE® platform has been used by internationally recognized brands and agencies to power more than 400,000 campaigns across SMS, 2D/QR codes, mobile websites, advertising networks, social media and branded apps. For additional Hipcricket news and information, visit www.hipcricket.com or text “NEWS” to 24474.
Hipcricket®, AD LIFE® and the Hipcricket logo are trademarks of Hipcricket, Inc. All rights reserved. 2009-14.
Leave a Comment
- Acxiom Announces Premier Partnership with Adobe for Audience Data Management Services
- If It Can’t Be Measured, It Can’t Be Improved: The Ongoing Case for Performance in Digital
- Videa Debuts Supply-Side Automated TV Advertising Platform
- Now Available: CIMM Study–”Best Practices in Cross-Device & Cross-Channel Identity Measurement”
- New Neuroscience Study Shows How Mobile Users Actually Respond to In-App Ads