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[WHITEPAPER] The UK Opportunity For ‘Total Mobile’ Multi-Channel Marketing

Emma SR. Marketing Mgr | Velti UK
July 24, 2012

Launched in conjunction with our Mobile White Book 2012 late June, we are proud to share with you our latest whitepaper: The UK Opportunity for ‘Total Mobile’ Multi-Channel Marketing. This study specifically focuses on UK users’ preferences for opt-in mobile communications–we found that consumers are more inclined to receive deals or promos from their favorite brands, and the best way for brands to successfully engage their users is to build trusted relationships and make communications timely and relevant. Want more on how to engage in multi-channel marketing? Check out some highlights from our paper, and download the full version here!



  • 45% of respondents would accept branded communications via mobile if delivered according to their opt-in terms – a figure that rises to 55% if the company is perceived as a ‘trusted’ brand
  • Retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%) are all well positioned to be a ‘trusted’ brand and exploit the mobile opportunity
  • 36.9% of consumers prefer to receive messaging on mobile (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%) whilst 78.3% prefer regular email
  • Smartphones account for 51% of opt-in users in 2012, rising 80% by 2016


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