As long as they adhere to their opt-in terms.
Research by Velti into UK consumers has revealed that 45 per cent of consumers are willing to accept branded messages via their mobiles as long as they give permission.
That figure rises to 55 per cent will if the marketing messages are from a ‘trusted’ brand. This flies in the face of received wisdom that consumers are hostile to ads.
However, UK consumers will on average sign up to receive communications from just three companies, making it all the more important for firms to move first in their sector.
The research is designed to help brands engage with customers more successfully, with other key findings including:
* Retailers (25.6 per cent), financial services firms (16.9 per cent) and travel companies (16.5 per cent) are well positioned to be ‘trusted’ brands and exploit mobile opportunities.
* UK consumers are open to frequent mobile marketing messaging – 37 per cent of respondents are open to receiving messages from a chosen brand on a daily basis versus 24.6 per cent who prefer a monthly message.
Read the full report here