BELLEVUE, WA--(Marketwired - May 20, 2014) - A new study by Hipcricket, Inc. (
Key findings of the study indicate that marketers embrace mobile as a vital component of the marketing mix:
- 66 percent of respondents received a text message or mobile alert from a company/brand in the last six months.
- 45 percent found that text message or alert useful.
However, marketers miss the mark when it comes to sending relevant, personalized messages, which frustrates consumers:
- 52 percent said the message felt "intrusive or spammy."
- 46 percent said the message wasn't relevant to their interests.
- 33 percent said the message didn't offer any value.
- 41 percent said they would share more information with brands if incented with relevant offers or coupons.
"There is tremendous room for growth for brands to establish a meaningful and lasting connection with their customers," said Doug Stovall, chief operating office at Hipcricket. "This research indicates that consumers are actively engaging brands via mobile marketing, which is encouraging. But, brands must deliver relevant and personalized campaigns or they will miss out on a growing share of the market."
Indeed, 41 percent of survey participants indicated they would share more information with companies via mobile in exchange for relevant coupons or offers. Location data (20 percent) and demographic data (19 percent) were the most common forms of data people were willing to share.
"This data, properly analyzed, can unlock a treasure trove of information that drives more personalized, relevant mobile marketing," continued Mr. Stovall. "Companies that can synthesize and apply data to present the correct offer at the correct time are going to win at mobile marketing. Those that don't risk backlash from dissatisfied customers who will turn to other brands that can provide the information they seek."
Hipcricket's AD LIFE® platform supports over 7,000 device types and screen sizes allowing brands and agencies to deliver personalized, relevant campaigns. The level of detail collected and analyzed by the platform drives higher performing mobile marketing and advertising campaigns and increases overall campaign ROI.
About the 2014 Hipcricket "Consumer Attitudes on Mobile Marketing" Survey
The 2014 Hipcricket "Consumer Attitudes on Mobile Marketing" survey is a national survey designed to provide insight into how consumers perceive and engage with mobile marketing. The online survey was conducted in April 2014 and targeted 1,202 adults in the U.S. The survey run by a third party was sponsored by Bellevue, Washington-based Hipcricket.
Hipcricket, Inc. (
Hipcricket®, AD LIFE® and the Hipcricket logo are trademarks of Hipcricket, Inc. All rights reserved. 2009-14.
Important Cautions Regarding Forward-Looking Statements
This press release contains forward-looking statements regarding future events and our future financial performance. All statements other than present and historical facts contained in this release, including any statements regarding our plans for future operations, anticipated future financial position, anticipated results of operations, financing plans, business strategy, competitive position, opportunities for growth and industry trends, are forward-looking statements. All forward-looking statements involve risks, uncertainties and contingencies, many of which are beyond our control. Our actual results, performance, or achievements may differ materially from those projected or assumed in any of the forward-looking statements. Factors that could cause actual results to differ materially from the forward-looking statements include, among others: overall economic and business conditions; the demand for our products and services; competitive factors in our industry; the emergence of new technologies; our cash position; the availability of funding sources; the strength of our intellectual property portfolio; and changes in government regulations in our industry. A more detailed discussion of these factors is set forth in our annual report on Form 10-K for the year ended February 28, 2013 and other reports filed with the U.S. Securities and Exchange Commission. The Company does not intend, and undertakes no duty, to update any forward-looking statement to reflect future events or circumstances.