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Strong Support for Mobile Marketing Campaigns
April 12 2002

 

Recent research from InterQuest, the Scandinavian mobile and digital research company, reveals that seven out of ten respondents in the UK, Italy and Germany would recommend others to receive mobile marketing services.

The research aimed to quantify the consumer responses that brands are achieving through the use of mobile phones as a marketing channel. Key findings included:

  • More than eight out of ten people recall receiving SMS based mobile marketing campaigns.
  • 43% felt that the campaigns received via SMS have a positive impact on the advertised brand, with only 7% having a negative opinion.
  • Consumer intent to follow a brand prompt averaged over 40% (visit a website, view an ad). On average, less than one out of ten respondents stated that receiving a campaign decreased their desire to respond to the advertiser's message.
  • The positive impact of mobile campaigns diminish slowly over time with one campaign, for example, generating 76% recall a full fifteen days after it was released.


According to Ville Osterlund, Principal Research Consultant at InterQuest UK, 'This relatively high level of support for mobile marketing and services suggests that consumers who receive mobile marketing messages perceive it positively. However, it is important to bear in mind that these findings are not intended to reflect the entire consumer universe and are limited to an investigation of SMS savvy audience who are likely to be early adopters of a mobile 'lifestyle'.'

The study was commissioned by the Mobile Marketing Association and covered six campaigns in the UK, Italy and Germany. The size of the campaigns varied from 10,000 to over 30,000 participants. In general, the target audience was in the 16-26 age group. A total of 705 interviews were conducted using a random sample of people who had opted in to receive mobile marketing messages and services. Research was conducted over the SMS channel itself between 10 October 2001 and 12 March 2002.



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