Research commissioned by the AIM-listed provider of convergent mobile communication solutions 2ergo,  in conjunction with mobile network O2, has revealed that companies are missing a trick when it comes to converting advertising into sales, with nearly one in two consumers failing to respond to advertising because they dont remember key details.
On a more positive note, the report suggests that the mobile phone holds the key to solving the dilemma. Over 50% of respondents said they would like to access further information by sending a text to a shortcode and receiving a link to a mobile Internet site where they can source additional information.
The research revealed that 44% of mobile users between the ages of 18 and 60 fail to respond to advertising campaigns because they simply forget the brand name and contact details when the moment their interest was captured by the ad had passed – with many people wasting time later, trying to find the company, and eventually giving up.
Other key findings were that more than one in three mobile users have sent a text message to a five digit shortcode, primarily in response to TV and radio ads and competitions. When asked if they would find it useful when using text as a response mechanism to an offline ad, to then be forwarded to a mobile Internet site for more details, more than 51% of consumers said they would be quite keen or extremely keen to use the facility.
Of the consumers who were keen to use the services, almost three quarters (74%) said they would use their phones to request a brochure, 70% to check product availability, two thirds to help locate their nearest store and over half to book tickets or request further information from the advertising brand.
The study was undertaken by Consumer Analysis to understand consumer attitudes and behaviours when responding to advertising. In particular, the research measured the ability of consumers to recall specific information after seeing, hearing or reading an ad. The research also considered the future role of the mobile phone in responding to TV, radio, outdoor and print advertising, as well as consumer attitudes towards responding to ads by sending a text message to a mobile shortcode.
The mobile channel provides a significant opportunity for advertisers and brand owners to more effectively capture the moment of when consumers are most interested in their advertisements says 2ergo Marketing Director Paul Terry. This study reinforces our own experiences of helping brands capture the valuable responses generated by offline advertising that would otherwise have been missed.”
The future of mobile services looks positive, 2ergo says, as seven out of 10 people aged under 30 are keen to maximise the use of their mobile phone to access a companys details or promotions. Similarly, more than half of under 50s and a third of over 50s are keen to utilise such services.
This is a really exciting time for the industry says Terry. It is clear from the research that calling and texting from mobile phones is now part of everyday life, but the real opportunity lies in taking that familiarity and extending it into other services that bring convenience and value to both the consumer and brands.”