Mobile users: Personalized messages best

While every marketer tries to figure out the way to turn smartphone presence into big bucks, an interesting survey just indicated  the best way to get smartphone users to click through to your Website or your product. The answer: personalization.

Upstream, a  global mobile marketing technology company, and research company Luth Research, checked in with smartphone users to see what they responded to in messages sent to their phones. Interestingly, respondents indicated that mobile advertisements “that are tailored to their “tastes and interests” far out-performed other offers based on time, lifestyle or location.

The research polled more than 2,000 American adults and found that feature phone users ranked the appeal of personalized offers at 59%, compared with offers that focused on timing (18%), lifestyle (16%) or location (8%). Smartphone users responded similarly:  60% preferred personalized offers over promotions based on timing (17%), lifestyle (10%) or location (14%).

“‘Comparing the importance of personalization versus location in receiving mobile ads is especially interesting, given the hype around location-based players such as Foursquare, Gowalla, Yelp, Facebook Places or even Google+ with its Latitude check-ins,’ said Assaf Baciu, Senior Vice President, Product Management, Upstream. ‘While location remains an important factor in delivering mobile ads, tailoring interactions via mobile to consumers’ tastes and interests’ clearly presents much greater potential for driving higher response and conversion rates.’ “

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