Mobile users want treats from mobile marketers

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Mobile phone users are happy to receive advertising through their mobiles, but want companies to give them treats as a reward for their attention, research has found.

Freebies have been deemed the most effective way to get people to accept advertising on their mobiles, with people looking for ways to save money, such as free calls or even cash payments.

A survey by Velti has suggested that 56 per cent of people were happy to receive marketing from companies via their mobile phones, with 79 per cent admitting the development was "inevitable".

However, in return for their interest, mobile users want to be provided with prizes for their custom.

Velti's CEO and co-founder, Alex Moukas, stated: "Learning how to incentivise and reward participants is key.

"Consumers understand their value in the chain, so campaigns that fail to offer anything relevant or beneficial will, at best, be treated indifferently and at worst, create negative associations with the brand."

The incentive of free calls was the most asked for in the survey, with 40 per cent of respondents suggesting that offering these could sway their views on mobile advertising.

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