Research now shows that 25% of consumers say they would be more likely to respond to an ad if they had the ability to respond to an ad if there was a response mechanism built in to the ad itself.
1,000 people were surveyed in each market, and the questions were not just about mobile advertising, but advertising in general. The questions revolved around what advertisers could do to be more engaging with consumers. People were interviewed in the UK, France and Germany.
Results after the break.
- 25% of consumers said they would be more responsive to advertising that included mobile response.
- Sending a keyword by SMS to a shortcode was the most recognized and the most popular response mechanism in all countries interviewed.
- The most recognized advertising medium in terms of good use of shortcodes and other mobile response was TV. However, online advertising, print advertising and even direct mail were all highly rated as well.
SMS marketing is seeing a resurgence of popularity, not only among marketers, but consumers as well. This shows that if marketers are willing to work to actively engage their consumers, they will be rewarded for it.
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