News
Britons 'accept' mobile advertising
Stuart O'Brien Sep 9 2008, 9:00am
But you had better make sure you're providing freebies in return, says Velti.
Fifty-six per cent of UK mobile users say they'd be happy to receive mobile advertising or marketing messages, as long as they're given incentives or rewards, ranging from cash, free minutes or relevant special offers.
The survey conducted by mobile marketing specialist Velti polled 1,600 mobile users in the UK and found 79 per cent believed the growth of mobile advertising was 'inevitable'.
Fifty per cent of respondents cash rewards were the key to them agreeing to receive mobile ads, followed by 40 per cent who wanted free texts, calls and data and 22 per cent who wanted access to LBS info services.
However, a hardcore 55 per cent of mobile users over 45 years of age were determined nothing would encourage them to engage with mobile marketing.
This was in contrast to only 29 per cent of under 24's opposing the use of mobile as a marketing channel.
Alex Moukas, co-founder and CEO of Velti, said: "Learning how to incentivise and reward participants is key; consumers understand their value in the chain, so campaigns that fail to offer anything relevant or beneficial will, at best, be treated indifferently and at worst, create negative associations with the brand."
