GEC NEWS WIREThe research shows that Dubai residents are particularly receptive to targeted campaigns
Gemalto has published the results of a new survey conducted by IFOP in Dubai that reveals the willingness of respondents to engage with mobile marketing – provided that businesses respect the ‘golden rules’ of messaging, and offer real and immediate incentives to those who respond. The research shows that Dubai residents are particularly receptive to targeted campaigns, and highlights the untapped potential for businesses to build closer links with their consumers via mobile marketing.
The survey underlines the fact that mobile messaging is already part of everyday life in the UAE, with 99% of those interviewed receiving messages from chains, brands and their mobile operators. The study also shows that consumers have clear expectations regarding the way mobile marketing campaigns should be run: the overwhelming majority insisted that their permission is asked before texts are sent, that the sender is clearly identified, that an opt-out facility is provided and messages are pertinent to individual interests. Overall, 83% of respondents stated that such solicited text messages would be well received.
Another key finding of the research is the UAE residents’ preference for immediate and tangible benefits out of mobile marketing campaigns; 46% favored instant rewards or discounts and 32% showed appetite for regular updates from preferred brands.
Finally, the research indicates that two-thirds of the adult population would be won over by mobile marketing that respects the ‘golden rules’. Message solution have reported a sixteen-fold increase in the number of subscribers to the services being promoted.
Nadia Gonzalez, Vice President Mobile Marketing at Gemalto explained, “Given the UAE’s diverse population and vibrant media industry, the mobile phone can genuinely claim to be its true common denominator. With a remarkable penetration rate of 171%, it offers brands, chains and mobile operators the potential to turn mobile phones into the primary direct marketing channel to reach out to individual consumers across the country.”
