Survey Says: Mobile Getting Very High Brand Recall Rates

Yes, but is it in a good way?

Well, it appears 96% of consumers in a recent survey say they have remembered a mobile marketing promotion's call to action. And more than 1/3 say they're more likely to buy the brands product or service because of it.

At least, that's the word from HipCricket, which found that mobile/SMS marketing recall rates are ridiculously high relative to other media channels, according to a national survey of 517 respondents conducted in August.

The survey also found:

• 58% say they're interested in receiving mobile coupons

• 40% would be willing to receive location-based, time-related offers and coupons (think a pizza coupon hitting their handset as they drive home from work)

• 47% say if they received a mobile coupon they'd be "likely" or "very likely" to redeem it

• 39% say they'd also use their mobile phone to locate a store or restaurant

• 28% say they'd enter a contest

• 27% said they'd download a ringtone or wall paper

• 20% said they'd visit a mobile website

• 14% said they'd sign up to receive future offers and promotions

“One of the reasons that we see such high response rates to our mobile marketing campaigns is because we’re taking advantage of the ubiquity of SMS, which is on more than 96 percent of devices and used regularly by more than 136 million Americans,” says Steve Siegel, VP, Brand Solutions for HipCricket, in a statement. “Mobile advertising is a great complement to many of our multi-faceted mobile marketing campaigns and we anticipate growing interest in advertising on the mobile Web as consumers continue to adopt Web-enabled devices with superior online experiences, such as the iPhone.”

What market segments would consumers most like to receive messages from?

• 51% say food and beverage

• 40% say entertainment/media

• 24% say retail

• 23% say apparel

• 21% say mobile carriers

Now, most of this is no doubt novelty factor, an enthusiastic respondents (there's no breakdown of demographics, so these could all be hip young teen-to-twentysomethings for all we know), and from an interested party (v. an objective third party research firm).

What's more, these kinds of rates, if they're real, won't last as more people, and more marketers venture into the mobile medium. And frankly, I'm not sure these are that reflective of how people may respond to offers in other media - there is a reason companies spend a kazillion dollars advertising.

Indeed, as a side note, new research from ExactTarget and Ball State University found that teenagers are more influenced by direct mail and email marketing than say things like social networking.

But, as I say in BRANDING UNBOUND the book, it's obvious this is the most measurable, personal and direct link to consumers ever created. And a huge asset to brands who use it well.

For more on the HipCricket study, click here. For more on the book, click here.

Quick Links:

Generation Wow: Expanding the conversation to multi-platform marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
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