Incentives Key to Mobile Marketing Success

Incentives can help mobile users overcome their initial negative reactions to mobile advertising, according to survey data released by ABI Research.

37% said incentives would increase their response to a text-based ad
  • 11% said incentives would have no impact
  • “We think that in general, advertisers and operators must tread carefully when delivering marketing messages to a consumer's mobile handset, especially given that many subscribers believe they are paying a significant amount of money for their mobile services,” says research director Michael Wolf. “However, we believe that marketing and advertising messaging that is properly crafted and that utilizes incentives could enjoy more acceptance on the part of the consumer.”

    This is in line with recent data we've seen showing that online couponing is on the rise.