Welcome!

Blog Feed Post

Permissions and strong customer relationships critical for SoLoMo marketing to succeed, research shows

Study by data analysis firm GI Insight reveals vast majority of consumers demand companies lay groundwork before embarking on Social Local Mobile campaigns

Leicester, February 2014 - New research on Social Local Mobile (SoLoMo) marketing by customer insight company GI Insight reveals that 70% of UK consumers are only happy to receive location-based commercial messages via their mobile phone if they have given prior permission for the company sending the communications to contact them.

The study, based on a survey of more than 1,000 consumers, also shows that 58% of consumers are only open to receiving localised marketing messages on their mobiles or smartphones if they have a strong existing relationship with the brand sending them, such as membership in a loyalty scheme, while 80% are not happy for 'any old company' to send them such communications.

The most surprising finding of the research was that, despite initial enthusiasm for Foursquare, Facebook Deals and other SoLoMo-related social media initiatives, consumers are not at all favourable towards location-based marketing through social networks, with just 22% saying that receiving promotions via these sites would increase their likelihood of actually taking up an offer.

Instead, 59% of consumers say they are much more likely to take up localised offers sent to their mobile - whether by email, text or special app - if they belong to the sending company's loyalty scheme. What's more, 59% also maintain that even if they have an established connection with a company, they will not act on location-based mobile messages if they are not individualised offers that reflect an understanding of their needs and preferences.

The research report, Harnessing the power of SoLoMo, examines how receptive and responsive consumers would be to mobile messages from companies based on their current location - such as an offer of discount or a free item for visiting a shop or restaurant in an area they have just arrived at. The survey was representative of the UK by age, gender and social class and the report includes sections on gender differences, age group breakdowns and regional variations.

Andy Wood, GI Insight's managing director, notes: "These findings throw up some real red flags for brands, and some of them are surprising. For instance, not everyone is happy to be marketed to via mobile, and less than a quarter of the consumers we surveyed say that they would act on localised messages sent to their smartphones via a social networking site.

"Permissions are crucial to even get a message read and having a longstanding relationship with a brand - such as belonging to the loyalty scheme - is the real key driver behind consumer take-up of SoLoMo offers, according to the research. Consumers also demand that such localised mobile messages offer personalised, individual promotions based on what the brand knows about them. These relationships have to be built through other channels and informed by data painstakingly gathered and analysed - before any location-based marketing is even considered. SoLoMo cannot simply be a matter of casting the net out to a location and seeing if the consumer bites.

"Whilst SoLoMo can offer a unique opportunity for companies to gain a competitive edge, the research makes it crystal clear that it is not going to develop into the be-all and end-all of one-to-one marketing. It is evident that a significant proportion of consumers will never be comfortable accepting location-based marketing on their mobiles and that, for others, it is but one touch point among a range of channels that brands need to use to engage them."

For further information please contact: Kerry Lloyd Jones at [email protected] or Rhianne Muir at [email protected]; or call 020 7402 0510

Or for a copy of the report, go to: http://www.gi-solutionsgroup.com/gi-insight-knowledge-centre/gi-white-paper

About GI Insight
GI Insight specialises in database marketing and loyalty schemes, having created and managed more retail loyalty programmes than anyone else in the UK. The Leicester-based company offers a full range of database marketing services including consultancy, database design/build/host, data capture, analysis, segmentation, profiling, campaign execution and measurement, available as a whole or on a 'pick and mix' basis. The analysis and interpretation of your sales and customer data enables you to influence customer behaviour. This knowledge helps you to reliably increase profitability by:

  • Getting more new customers (acquisition)
  • Getting existing customers to:
    • Spend more often
    • Spend more per transaction
  • Reducing Customer Attrition (retention)
  • Move customer from low to high margin purchases

For more information, please visit http://www.gi-solutionsgroup.com/gi-insight

Source: RealWire

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

Latest Stories
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
See storage differently! Storage performance problems have only gotten worse and harder to solve as applications have become largely virtualized and moved to a cloud-based infrastructure. Storage performance in a virtualized environment is not just about IOPS, it is about how well that potential performance is guaranteed to individual VMs for these apps as the number of VMs keep going up real time. In his session at 18th Cloud Expo, Dhiraj Sehgal, in product and marketing at Tintri, will discu...
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, will discuss how research has demonstrated the value of Machine Learning in delivering next generation analytics to im...
In the world of DevOps there are ‘known good practices’ – aka ‘patterns’ – and ‘known bad practices’ – aka ‘anti-patterns.' Many of these patterns and anti-patterns have been developed from real world experience, especially by the early adopters of DevOps theory; but many are more feasible in theory than in practice, especially for more recent entrants to the DevOps scene. In this power panel at @DevOpsSummit at 18th Cloud Expo, moderated by DevOps Conference Chair Andi Mann, panelists will dis...
Unless you don’t use the internet, don’t live in California, or haven’t been paying attention to the recent news… you should be aware that self-driving cars are on their way to becoming a reality. I have seen them – they are real. If you believe in the future reality of self-driving cars, then continue reading on. If you don’t believe in the future possibilities, then I am not sure what to do to convince you other than discuss the very real changes that will roll out with the consumer producti...
Up until last year, enterprises that were looking into cloud services usually undertook a long-term pilot with one of the large cloud providers, running test and dev workloads in the cloud. With cloud’s transition to mainstream adoption in 2015, and with enterprises migrating more and more workloads into the cloud and in between public and private environments, the single-provider approach must be revisited. In his session at 18th Cloud Expo, Yoav Mor, multi-cloud solution evangelist at Cloudy...
There is an ever-growing explosion of new devices that are connected to the Internet using “cloud” solutions. This rapid growth is creating a massive new demand for efficient access to data. And it’s not just about connecting to that data anymore. This new demand is bringing new issues and challenges and it is important for companies to scale for the coming growth. And with that scaling comes the need for greater security, gathering and data analysis, storage, connectivity and, of course, the...
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
Redis is not only the fastest database, but it has become the most popular among the new wave of applications running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 18th Cloud Expo, Dave Nielsen, Developer Relations at Redis Labs, will shares the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...