Research commissioned by the UK based, 2ergo, in conjunction with O2, has highlighted that companies are missing a trick when it comes to converting advertising into sales, with nearly one in two consumers failing to respond to advertising because they donâ€™t remember key details.
However, the good news for business is that the mobile phone holds the key to solving this dilemma. Over 50% of respondents said they would like to access further information by sending a text to a shortcode and receiving a link to a mobile internet site where they can source additional information.
The research revealed that 44% of mobile users between the ages of 18 and 60 fail to respond to advertising campaigns because they simply forget the brand name and contact details when the moment their interest was captured by the advertisement had passed – with many people wasting time later, trying to find the company, and eventually giving up.
Other key findings highlighted that more than one in three mobile users have sent a text message to a five digit shortcode, primarily in response to TV and radio advertisements, and competitions. When asked if they would find it useful using text as a response mechanism to an offline advertisement, to then be forwarded to a mobile internet site for more details, more than 51% of consumers said they would be quite keen or extremely keen to use it.
Of the consumers who were keen to use the services, three quarters (74%) said they would use their phones to request a brochure, 70% to check product availability, two thirds to help locate their nearest store and over half to book tickets or request further information from the advertising brand.
Paul Terry, Marketing Director at 2ergo, comments; “The mobile channel provides a significant opportunity for advertisers and brand owners to more effectively capture the moment of when consumers are most interested in their advertisements.”
“This study reinforces our own experiences of helping brands capture the valuable responses generated by offline advertising that would otherwise have been missed.”
The future of mobile services looks positive as seven out of ten people aged less than 30 (71%), are keen to maximize the use of their mobile phone to access a company’s details or promotions. Similarly, more than half of people under 50 and a third of people over 50 are keen to utilize such services.
Paul Terry concludes; “This is a really exciting time for the industry. It is clear from the research that calling and texting from mobile phones is now part of everyday life, but the real opportunity however lies in taking that familiarity and extending it into other services that bring convenience and value to both the consumer and brands.”
It’s official. Amp’d just went under. And how did they notify their paying subscribers? Let’s have a quiz:
- A phone call, saying sorry and wishing them well
- A box of chocolates and a note
- A text message a day before turning off service.
If you guessed choice 3, you’re correct! Shame on you, Amp’d. With customer service like that: no wonder they’ve gone under!
More available here.
The majority of Australians believe that mobile phones have helped to balance their family and working lives. Social researchers from The Australian National University, the University of New England and the University of New South Wales found that only 3% of people reported that the mobile phone had a negative impact on their work-life balance.
The project, part of an Australian Research Council Linkage Grant connecting researchers and the Australian Mobile Telecommunications Association (AMTA), examined the social impact of mobile technologies at home and work. It collected nationally representative data between March and May this year from a sample of 1358 individuals from 845 on-line households.
The preliminary results of the three-year project found that the mobile phone is an indispensable part of the Australian life, with more than 90% of respondents reporting that their lives could not “proceed as normal” without their mobiles.
“Very few respondents reported that the mobile phone has a negative impact on their work-life balance (3%),” said lead researcher Professor Judy Wajcman from the Australian National University. “A high proportion of respondents (43%) said that it has had no effect. Yet more than half (54%) of the respondents believed that the mobile helped them to balance their family and working lives.”
“Rather than fragmenting time, our study suggests that mobile phone practices are strengthening and deepening relationships and building durable social bonds,” Professor Wajcman said.
Apparently, the 3% who found cell phones to have a negative effect on their lives belong to a very vocal and very disturbed minority.
Last Saturday, a man went on a rampage with a stolen armored personnel carrier through suburban Sydney, crashing into several mobile phone towers, telecommunications buildings and an electricity substation before being arrested. The man led officers on a 90-minute chase across six western suburbs before the vehicle stalled as it was being driven toward another mobile phone tower, New South Wales police said in a statement.
The damage was pretty massive, according to cops: “He continued to destroy mobile tower communications sheds by crashing through the perimeter fence and colliding with structures, causing significant damage.”
Police charged him with numerous offenses, including predatory driving, possession of a prohibited drug and use of a weapon to avoid apprehension.
Cellit is proud to work with the band Drowning Pool to help their fanbase sign a petition supporting the Lane Evans Mental Health Reform Bill.
On the 4th of July, Drowning Pool and the Iraq Afghanistan Veterans of America (IAVA) launched www.Thisisforthesoldiers.org. Now the campaign is coming to your cell phone.
All you have to do to show your support is text “Soldier” to 30364 and you will be walked through a three-part texting process. Once you complete the process you will be signed up for the petition to support the Lane Evans Mental Health Reform Bill. Standard text messaging rate apply.
Whether you’re for the war or against it, everyone has an obligation to support the men and women serving our country. One in three soldiers returning from battle will develop post traumatic stress disorder. 1.5 million soldiers have served in Iraq and Afghanistan. By singing the petition you will help the soldiers get the help they need.