Winning consumer trust is vital if mobile marketing is to be successful, according to research from the Direct Marketing Association. In its UK Spam Study, with mobile ad agency Txt4ever, found more than half of respondents didn't feel the opt-in process for receiving promotional SMS messages was clear enough.
Two-thirds wanted to choose the time of day they receive messages, while a further two-thirds believed they would be charged for receiving or opening a spam message. However, 70% of consumers are happy to receive marketing messages via mobile, with more than 50% welcoming promotions from trusted brands. Mark Brill, chair of the DMA Mobile Marketing Council, said trust and clarity were vital to effective mobile communications. Article