|By RealWire News Distribution||
|February 15, 2014 03:19 AM EST||
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."
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
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
Oct. 24, 2016 04:30 AM EDT Reads: 1,296
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
Oct. 24, 2016 04:30 AM EDT Reads: 2,494
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
Oct. 24, 2016 04:00 AM EDT Reads: 1,716
As software becomes more and more complex, we, as software developers, have been splitting up our code into smaller and smaller components. This is also true for the environment in which we run our code: going from bare metal, to VMs to the modern-day Cloud Native world of containers, schedulers and microservices. While we have figured out how to run containerized applications in the cloud using schedulers, we've yet to come up with a good solution to bridge the gap between getting your conta...
Oct. 24, 2016 04:00 AM EDT Reads: 1,469
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
Oct. 24, 2016 03:45 AM EDT Reads: 884
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
Oct. 24, 2016 03:45 AM EDT Reads: 957
DevOps theory promotes a culture of continuous improvement built on collaboration, empowerment, systems thinking, and feedback loops. But how do you collaborate effectively across the traditional silos? How can you make decisions without system-wide visibility? How can you see the whole system when it is spread across teams and locations? How do you close feedback loops across teams and activities delivering complex multi-tier, cloud, container, serverless, and/or API-based services?
Oct. 24, 2016 03:30 AM EDT Reads: 1,046
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Oct. 24, 2016 03:30 AM EDT Reads: 9,668
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his session at @DevOpsSummit 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will show how customers are able to achieve a level of transparency that enables everyon...
Oct. 24, 2016 03:15 AM EDT Reads: 1,284
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
Oct. 24, 2016 02:45 AM EDT Reads: 1,100
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
Oct. 24, 2016 02:30 AM EDT Reads: 1,054
Today every business relies on software to drive the innovation necessary for a competitive edge in the Application Economy. This is why collaboration between development and operations, or DevOps, has become IT’s number one priority. Whether you are in Dev or Ops, understanding how to implement a DevOps strategy can deliver faster development cycles, improved software quality, reduced deployment times and overall better experiences for your customers.
Oct. 24, 2016 02:15 AM EDT Reads: 834
So you think you are a DevOps warrior, huh? Put your money (not really, it’s free) where your metrics are and prove it by taking The Ultimate DevOps Geek Quiz Challenge, sponsored by DevOps Summit. Battle through the set of tough questions created by industry thought leaders to earn your bragging rights and win some cool prizes.
Oct. 24, 2016 01:15 AM EDT Reads: 3,931
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Oct. 24, 2016 01:15 AM EDT Reads: 1,893
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
Oct. 24, 2016 01:00 AM EDT Reads: 796