4 in 10 respondents to a recent survey from GE Capital Retail Bank indicated that they would shop more at a retailer if it delivered them offers via mobile. But which types of offers would be most likely to trigger consumer action? That was one question posed by Responsys in a survey of consumers who have subscribed to mobile marketing from brands – of whom 64% claimed to have made a purchase based on having received a highly relevant mobile message.
According to data provided to MarketingCharts by Responsys, pricing-based offers are the most likely to sway the opt-in crowd, with 66% saying they would likely trigger an action. That indicates – once again – that deals have a powerful influence on consumer behavior. (Other research has found, for example, that consumers believe that deals and discounts are the largest influences on their online purchase decisions.)
After pricing-based offers, Responsys finds that consumers believe time-sensitive offers and location-based offers to be the next-most influential, with 52% and 50% of respondents, respectively, saying they’d be likely to act on them. Slightly fewer than half of the respondents said that product-based (47%) and similar product-based (45%) offers would do the trick. Respondents were most luke-warm about “a very general offer intended for the masses” – which would likely influence only 31% of respondents.
That speaks to the importance of offer relevance – which fails some respondents. Of the 28% of consumers who have subscribed to mobile marketing from brands, 35% say they messages they receive aren’t relevant.
- Consumers are 43% more likely to purchase when “mobile communications are part of an orchestrated marketing experience that unfolds over time across channels.” In other words, consumers respond to a seamless cross-channel experience.
- About half of respondents say that friend and family referrals are an effective trigger to get them to opt-in to mobile communications, with email (46%) the next-most effective.
About the Data: The data is based on a survey of 1,200 US consumers who have opted in to receive mobile marketing from brands.