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Consumers Want Incentives to Respond to Mobile Ads

  • Posted: Thursday, September 11, 2008
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  • Author: pradhana
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  • Filed under: Mobile Advertising

By Sue Marek

Mobile marketing and advertising messages are likely to get more response if they include an incentive for the consumer. In an ABI Research study conducted with consumers who have received text message-based advertising, 37 percent said they are more likely to respond to advertising if they are offered an incentive such as a retail coupon or a free song or ringtone. This compares with 11 percent who said that such incentives would have no impact.

Incentives that received the most positive response, according to ABI, were discounts and coupons for retail storefronts. In fact, 60 percent of those who were either neutral or open to potential text message marketing said that a discount coupon from a local retailer was the incentive that they would most likely respond too. [FierceMobileContent]

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