UK customers are increasingly open to targeted mobile marketing from brands that they trust, as long as they have the ability to opt out, a recent study has highlighted.
The research, which was commissioned by Velti, and conducted by MobileSquared, found that as many as 45 per cent of people will accept branded communications via mobile, with this figure rising to 55 per cent if recognisable and trusted brands are involved.
It was also noted that people are open to receiving mobile marketing messages much more frequently than previously thought, with 37 per cent of respondents saying they would not mind getting texts on a daily basis.
Barry Houlihan, general manager at Velti, said: "Mobile is increasingly central to any branded communications strategy given its real-time results and relevance across multiple delivery formats – It is clear that the time is now for brands to innovate and explore the business benefit it brings."
However, the consumers polled as part of the research did emphasise that, while they were open to mobile marketing, they wanted their choices when it came to delivery options and opting out respected, meaning companies should exercise a degree of caution when setting up campaigns if they want to increase conversion.