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Marketers should be playing the long game with mobile, new survey claims

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By The Drum Team, Editorial

December 13, 2011 | 2 min read

New research claims that more than half of consumers (56%) would use a personalised loyalty scheme on their mobile phone.

The YouGov survey of 2028 adults also found that just over one fifth (21%) would spend more if a brand had a proactive scheme which provided relevant and timely offers.

2ergo, the mobile marketing company which commissioned the research, said the findings showed that short-term mobile marketing tactics are narrowing marketers' long-term strategies for customer loyalty.

Ariya Priyasantha, director of loyalty at 2ergo, said: "We know that smartphones are changing the way people interact with brands. For example in retail mobile is used to provide access to store directions, in-store product reviews and self service m-commerce, which delivers an enhanced customer service. The ability to target via mobile enables marketers across all sectors to establish a proactive and intimate relationship with a customer.

"Just discounting at this stage does a disservice to both brand and customer. Using mobile as the platform for an integrated, intelligence-based loyalty scheme means marketers can target them effectively either at home, or in real-time when they are within a store, restaurant, or gym, promoting relevant products or rewards based on their purchasing history."

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