The following is from eMarketer an demonstrates a key point we make frequently which is that marketing must be relevant to the lives of your customers. Their *S meter is strong and unless you are offering relevant and interesting content to their lives, your marketing messages are just "noise."
According to a story in eMarketer, "Some 6 in 10 respondents to a Hipcricket survey say they engage with up to 10 brands a month via their mobile devices, with many having received a text message or mobile alert from a brand during the past 6 months. However, only 45% found the message or alert to be useful, per the study, with the primary complaints being that the messages feel “intrusive or spammy” (52%), that they’re not relevant to their interests (46%) and that they don’t offer any value (33%). These appear to be common complaints not confined to mobile marketing.
Early this year, a study from Janrain and Blue Research found that almost all respondents claimed to have received information or promotions not relevant to them, including offers that: show the company doesn’t know who they are (71%); contain mixed information across different methods of communication (51%); or include basic errors about the consumers’ identities (41%).
Relevance is the key, anything less is just noise.
