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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

42% think marketing communications through their mobiles aren’t useful or relevant

Almost half (42 per cent) of Brits don’t feel any of the marketing communications they receive from businesses via their mobile devices are relevant or useful, according to research by Oxygen8.

The research also discovered that a further 44 per cent find less than a quarter of the messages they receive of value, while 34 per cent of consumers would have a better view of a business or would feel a business understands their needs if they were sent mobile communications that were relevant to them.

The survey of 1,000 people found that over half (54 per cent) were interested in receiving discount vouchers, while 46 per cent would like to find out when a product they are interested in is back in store.

“Mobile marketing allows businesses to communicate with their customers wherever they are which makes it an incredibly powerful channel,” said Maria Grant, head of product development at Oxygen8 Group.

“What’s concerning is how few of the messages consumers are currently receiving they find valuable. Companies need to rethink their mobile marketing strategies, working harder to identify the needs of each customer and synching up all channels to get a better picture of their habits and preferences. Only then will they be able to find the best way to communicate with them and deliver the right message at the right time.”

Nearly a quarter (22 per cent) said they would be more likely to buy from/spend money with a business in future if the company sent them a useful mobile communication.

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