The results of IAB & DMA study on mobile messaging, covering both effectiveness of real life M&S campaigns as well as consumer attitudes towards SMS & MMS.
Key findings included:
- Getting customers to opt in is key
- When consumers are opted in, they are over 200% more likely to agree that messaging is the best medium to grab attention and receive information
- Messaging achieves huge stand out
- Almost 100% of the M&S base remembered the SMS & MMS, the MMS in particular cuts through
- 74% of non opted-in consumers would do so given the right incentive
- Brands must overcome 5 key barriers awareness, perceived cost, relevance, control and privacy
