Mumbai: Most marketers are missing the mark in using marketing technologies to reach consumers via SMS, as just 2 per cent of consumers prefer to get marketing updates through this channel, according to a survey by global marketing firm Epsilon, a division of Alliance Data.The survey, conducted by Forrester Consulting, noted that 74 per cent of marketeers are using marketing technologies to reach consumers through SMS.

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The online study named 'Marketing In India Is Personal, Not Just Business', surveyed consumers (405) and senior marketing professionals (202) in decision-making roles from retail, consumer packaged goods, financial services, insurance and travel, and hospitality brands in India.

Around 61 per cent of the consumers surveyed said that most marketing updates they receive by email do not offer anything that interests them, while 28 per cent said that brands send them email offers well-timed with their needs.

Around 66 per cent of consumers said they receive too many email offers and promos and 91 per cent are unlikely to sign up for email from companies in the next 12 months.

Consumers want immediacy, relevancy, and practical benefits across channels, the survey said, adding 63 per cent of consumers prefer personalised marketing and are inclined to purchase from brands that provide relevant content and offers.

Almost 94 per cent of consumers want instant discounts, cash back, or reward certificates; 82 per cent want instant win or sweepstakes; 89 per cent want mobile rewards and offers delivery, while 79 per cent want real-time offer management and delivery, it showed.
Loyalty programmes executed by brands play a key role in customer acquisition and user experience, according to the survey, and offers through email and SMS are the most popular tools being used by the marketers currently.

The survey also found that 63 per cent of consumers are not willing to share personal information with companies to receive more relevant advertising however over 90 per cent will give up information for perks and benefits.

Consumers require transparency and privacy protection as 59 per cent wonder how companies got their contact information, but only 15 per cent of marketers consider preparing for General Data Protection Regulation as a priority, it noted.

It further said that consumers want an engaging digital experience and about 78 per cent of consumers expect companies to have a mobile app (50 per cent regularly keep in touch with their most frequently-purchased brand on their mobile apps), and 68 per cent feel frustrated when a website is not mobile-friendly.

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The survey also showed that 72 per cent of the 25-34 years old read product reviews online. Almost 60 per cent of the marketers have proposed to increase their technology spends in the next 12 months to deliver personalised experiences, the survey said, adding 92 per cent of marketers consider improving personalisation capabilities as a top marketing priority.

Almost 71 per cent marketers plan to increase spending on advertising and marketing performance measurement solutions, it added.