Dive Brief:

• 60% of consumers surveyed by mobile marketing company Hipcricket say they’re in touch via their smartphones with as many as 10 brands monthly, but only 45% say mobile messages are of any use to them.

• Complaints about mobile messages are that they are “intrusive or spammy” (52%), irrelevant (46%), or of no value (33%).

• Similarly, customer data management company Janrain, in a survey conducted by marketing research firm Blue Research, found that 71% of consumers say the messages they receive from companies show them to be unaware of the receiver's wants and needs. 

Dive Insight:

The research explored by MarketingCharts.com finds troubling news for retailers. Consumers are put off by messages they deem irrelevant to them, and that’s no good at a time when retailers must win them over. In order for emails and mobile messages to improve the relationship between retailers and their customers, companies must take great care to ensure that each message counts.