Unsolicited messages irritate subscribers
from MTHULISI SIBANDA in Cape Town, South Africa
CAPE TOWN – A MAJORITY of mobile network clients are irritated at receiving unsolicited messages.
This is according to a survey that has been conducted in Nigeria and South Africa, which suggests 80 percent of respondents feel annoyed when receiving, the same proportion could be won back by operators and brands if they implemented best practices to improve customer engagement.
The survey, according to Gemalto, clearly highlights that consumers in South Africa and in Nigeria share the same desire to be in control of the mobile marketing campaigns they receive.
A total of 83 percent of respondents consider that mobile marketing should be permission-based and 90 percent want to be able to easily identify the sender.
They also want messages to be relevant to them and there is room for improvement in this respect as nearly 70 percent said they received promotional messages not in line with their interests.
Consumers also want tangible benefits: 53 percent of South Africans expect, in order of preference, immediate discounts, loyalty benefits, and the possibility to collect points and gifts.
“In a continent where the mobile phone is the most widespread screen, mobile marketing has tremendous potential for operators and brands to engage better with their audiences,” said Nadia Gonzalez, Vice President of Mobile Marketing at Gemalto.
“Mobile operators have key assets for improving end-users’ experience of mobile marketing.
“Starting with a respect for consumer privacy, their ability to segment campaigns by end-users’ profiles, location and interests puts them in the driving seat in helping brands apply these golden rules.”
French research firm Ifop, on behalf of Gemalto, conducted face-to-face interviews with 800 adult (18 years of age and older) owners of a mobile phone in Nigeria and South Africa, to understand consumer perceptions regarding mobile marketing and to identify blockers and drivers for mobile marketing in each region.
The survey was fielded in July 2014 and included 400 respondents from South Africa and 400 respondents from Nigeria.
Gemalto is the world leader in digital security.
– CAJ News
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