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 kerry@lindsellmarketing.com or Rhianne Muir at rhianne@lindsellmarketing.com; 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
Connecting to major cloud service providers is becoming central to doing business. But your cloud provider’s performance is only as good as your connectivity solution. Massive Networks will place you in the driver's seat by exposing how you can extend your LAN from any location to include any cloud platform through an advanced high-performance connection that is secure and dedicated to your business-critical data. In his session at 21st Cloud Expo, Paul Mako, CEO & CIO of Massive Networks, wil...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
IT organizations are moving to the cloud in hopes to approve efficiency, increase agility and save money. Migrating workloads might seem like a simple task, but what many businesses don’t realize is that application migration criteria differs across organizations, making it difficult for architects to arrive at an accurate TCO number. In his session at 21st Cloud Expo, Joe Kinsella, CTO of CloudHealth Technologies, will offer a systematic approach to understanding the TCO of a cloud application...
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Secure Channels, a cybersecurity firm, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Secure Channels, Inc. offers several products and solutions to its many clients, helping them protect critical data from being compromised and access to computer networks from the unauthorized. The company develops comprehensive data encryption security strategie...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
Cloud adoption is often driven by a desire to increase efficiency, boost agility and save money. All too often, however, the reality involves unpredictable cost spikes and lack of oversight due to resource limitations. In his session at 20th Cloud Expo, Joe Kinsella, CTO and Founder of CloudHealth Technologies, tackled the question: “How do you build a fully optimized cloud?” He will examine: Why TCO is critical to achieving cloud success – and why attendees should be thinking holistically ab...
yperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let’s say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it....
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...
The goal of Continuous Testing is to shift testing left to find defects earlier and release software faster. This can be achieved by integrating a set of open source functional and performance testing tools in the early stages of your software delivery lifecycle. There is one process that binds all application delivery stages together into one well-orchestrated machine: Continuous Testing. Continuous Testing is the conveyer belt between the Software Factory and production stages. Artifacts are m...
Docker containers have brought great opportunities to shorten the deployment process through continuous integration and the delivery of applications and microservices. This applies equally to enterprise data centers as well as the cloud. In his session at 20th Cloud Expo, Jari Kolehmainen, founder and CTO of Kontena, discussed solutions and benefits of a deeply integrated deployment pipeline using technologies such as container management platforms, Docker containers, and the drone.io Cl tool. H...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, will introduce two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
Cloud resources, although available in abundance, are inherently volatile. For transactional computing, like ERP and most enterprise software, this is a challenge as transactional integrity and data fidelity is paramount – making it a challenge to create cloud native applications while relying on RDBMS. In his session at 21st Cloud Expo, Claus Jepsen, Chief Architect and Head of Innovation Labs at Unit4, will explore that in order to create distributed and scalable solutions ensuring high availa...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...