Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Study: Nearly Half Of Mobile Users Will Share Location For Relevant Offers

Study: Nearly Half Of Mobile Users Will Share Location For Relevant Offers

Text-based mobile messaging has effectively become the “red-headed stepchild” of mobile marketing. Once the only mobile marketing that worked on all devices, it has lost favor over the past several years with the mass adoption of smartphones and the rise of mobile display. Under specific circumstances, however, SMS can be very effective as a mobile loyalty […]

Greg Sterling on September 24, 2013 at 11:34 am

mobile web smartphoneText-based mobile messaging has effectively become the “red-headed stepchild” of mobile marketing. Once the only mobile marketing that worked on all devices, it has lost favor over the past several years with the mass adoption of smartphones and the rise of mobile display.

Under specific circumstances, however, SMS can be very effective as a mobile loyalty and engagement tool after a consumer opts-in to receive texts.

A new survey of roughly 1,500 users in July from eight countries (US, UK, Australia, New Zealand, France, Germany, Spain and Italy) finds that many consumers are receptive to SMS marketing or other “push” messages from familiar brands.

Under specific circumstances consumers will share personal and location data to receive benefits, obtain requested information or get questions answered:

Text messaging survey

Source: mBlox, Millward Brown 

Consumer willingness to share location was based on several factors: desire to receive requested information (45 percent), offers and coupons (47) or to get customer service issues resolved (36 percent).

Sharing location

Source: mBlox, Millward Brown 

The survey was conducted by Millward Brown and sponsored by mBlox. The US sample consisted of 500 users. In other countries it was a very small: 150 people on average. Below are some of the other major findings:

  • 73 percent of respondents said they’d received texts or other “push” messages (notifications) from companies; 68 percent said it was “valuable.”
  • 57 percent “found SMS and push messages more likely to persuade them to make a purchase than other forms of marketing on a mobile device, including advertising commercials or video advertising, banner or standard display advertising, and email marketing messages”
  • 88 percent of respondents wanted to opt-in before being contacted (this is what makes SMS potentially effective)
  • 80 percent said that downloading an app made them open to receiving location-based push messages from that company

This study is essentially an argument and seeks to focus agencies and marketers on the benefits of text-based marketing. However, notwithstanding the study’s agenda, permission-based SMS and push notifications can be effective as an engagement or loyalty tool in the context of a larger mobile strategy.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.