According to the Direct Marketing Association (DMA), winning consumer trust is vital if mobile marketing is to be successful.

The DMA’s research found more than half of respondents didn’t feel the opt-in process for receiving promotional SMS messages was clear enough.

Two-thirds wanted to choose the time of day they receive messages, while a further two-thirds believed they would be charged for receiving or opening a spam message.

However, 70% of consumers were happy to receive marketing messages via mobile, with more than 50% welcoming promotions from trusted brands.

Mark Brill, chair of the DMA Mobile Marketing Council, believes trust and clarity were vital to effective mobile marketing communications.

Brands may find their reputation is quickly damaged if mobile marketing messages are too frequent, sent at the wrong time of day, irrelevant or unclear to the user.

As featured on NMA.co.uk.

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