SURVEY INDICATES HIGH RECALL VALUE FOR MOBILE MARKETING

A mobile response survey by HipCricket indicated very high brand recall rates for mobile marketing. More than half of 517 respondents that received mobile marketing messages within the past year could recall at least one brand. As high as 96% recalled the promotion’s call-to-action and more than one-third said the promotion made them more likely to make a purchase. Moreover, 37% reported telling a friend and 6% forwarded the promotion. Forty-seven percent of those surveyed said if they received a mobile coupon they would be “likely” or “very likely” to redeem it, with 70% of those respondents expressing interest in redeeming mobile coupons both online and in-store.

However, more than half of respondents in the survey said they never access the mobile web and only 5% said they would use their phone to click on a mobile ad. Steve Siegel, VP of Brand Solutions at HipCricket said, “Mobile advertising is a great complement to many of our multi-faceted mobile marketing campaigns and we anticipate growing interest in advertising on the mobile web as consumers continue to adopt web-enabled devices with superior online experiences, such as the iPhone.” -Smarajit Dasgupta