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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Are you maximizing the mobile marketing opportunity? [Slideshow]

Did you know that more than a third of consumers say that the mobile messages they receive from brands are irrelevant? On a device as personal as a smartphone (heck, 75% of adults admit to taking their phones to the bathroom with them!), this is just unacceptable.

That is just one of the findings of a recent consumer survey Responsys commissioned in order to understand consumer perceptions towards mobile marketing. Here are some other highlights:

  • Orchestration matters: Half of consumers report that they are likely to purchase from a brand when their mobile communications are part of an orchestrated experience that unfolds over time and across channels.
  • Young people care even more about orchestration: 57% of 18-34 year olds (compared to 44% of all consumers) have a preference for receiving mobile messages that have been orchestrated; 69% of younger consumers (compared to 53% of all consumers) have more positive feelings about brands that orchestrate their communications; and 58% of them (compared to 50% of all consumers) are likely to purchase from a brand that orchestrates their messages.
  • Time-sensitive and location-based offers work best: The top three types of mobile offers most likely to trigger consumer action are pricing-based offers (66%), time-sensitive offers (52%) and location-based offers (49%)
  • Push notifications are highly valuable: 68% of consumers who have downloaded apps, have enabled push notifications. Check out our infographic on push notifications for more insights into this powerful marketing vehicle.
  • There’s a desire to use Apple Passbook/Google Wallet: 8-in-10 consumers indicate that they are likely to use enhancements to these services, such as the ability to scan QR codes from print and add offers to Passbook.
  • In-store WiFi presents an opportunity: A fairly high proportion of consumers (59%) indicate that they have logged onto in-store WiFi and two-thirds (65%) say they would be likely to opt-in to receive special offers just for WiFi users.

Check out the full survey results here:

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