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Relevant Mobile Marketing Triggers More Purchases

Retailers have the opportunity to connect with consumers in real time, through their personal mobile devices. But for mobile marketing to be successful, retailers must ensure all messages and offers are relevant, according to research from Responsys.

An infographic depicting results from the survey of 1,200 U.S. mobile consumers indicated that 28% of consumers have subscribed to some form of mobile marketing program from a brand. However, 35% of those subscribers said the messages they receive weren’t relevant to their interests. Ipsos Observer, a market research firm, collected data for the survey.

Yet there are significant benefits for retailers that personalize mobile marketing campaigns and offers: Almost two thirds (64%) of subscribers said they made a purchase as a result of receiving a highly relevant mobile message.

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Overall, the survey spotlighted three types of mobile offers that are most likely to trigger consumer action:

  • Pricing-based offers (66% of consumers);

  • Time-sensitive offers (52%); and

  • Location-based offers (50%).

Shoppers also appreciate mobile marketing efforts when they are part of an ongoing dialogue. As many as 43% of consumers said they are more likely to purchase products when mobile communications are part of an orchestrated marketing experience that unfolds over time and across different channels.

“We’ve found incredible success with adding a mobile touch point to our already powerful email marketing program,” said Megan Casey, Senior Marketing Manager at Kirkland’s, a Responsys customer. “In fact, our mobile customers are much more engaged and they typically spend $10 more per transaction than the average consumer. Mobile is such an important piece of the customer experience and retailers that aren’t delivering relevant content through this channel — particularly during the holidays — are missing out on an incredible opportunity to drive sales and build stronger customer relationships.”

Click here to access the infographic from Responsys.

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