In consumer research from the DMA (Direct Marketing Association)mobile messaging has emerged as one of the strongest performers in prompting consumers to seek further information.
Mobile messaging was in the top three forms of marketing communication most likely to result in respondents seeking further information. However it’s been said before but with power comes responsibility. The research also highlighted that most consumers (75%) feel overwhelmed by the number of marketing communications they receive, although they remain happy picking and choosing between them (70%).
“As the number of communications grow, consumers have become better at filtering information,” says Victoria Bytel, Head of Research at the DMA. “People are able to de-sensitise themselves from content, but in doing so they also disconnect from the brand. To avoid becoming wallpaper, marketers need to work even harder to make communications stand out.” Jo