According to one recent survey, consumers are less likely to connect with mobile advertising efforts, compared to email or direct mail marketing efforts.
A study by Acxiom revealed that a small portion, 12 percent, of existing consumers thought receiving an advertisement on their mobile phone from an advertiser was acceptable. This number lies in stark contrast to many marketing profesionals’ views on the subject, 45 percent of whom thought that it was the right approach.
When it comes to consumer engagement, those trying to better engage existing clients are more likely to find a receptive audience when using direct mail. The survey found 71 percent of those asked were happy to receive printed material from a business with which they already had a relationship. In addition, 57 percent of prospective clients said they also welcomed the ads.
“The digital age is accelerating the opportunity for brands to truly engage with consumers across all channels. Equally, it is leading to constant shifts in the way people buy and interact with brands. The risk of marketers getting contact strategies wrong and wasting budget is increasing,” said Murray Dudgeon, Acxiom Europe’s head of client service.
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