New research by the consumer research company Communispace (http://communispace.com) shows that connected consumers want control over the cadence and content of messages sent to their mobile phones. This conclusion is contained within a report entitled “Connecting with the Connected Consumer” which is the exact opposite of what is currently being done by most mobile marketers.  I know of very few brands that give their customers a way to express their preferences and give them the ability to edit or modify how they are contacted.

Other conclusions in the study were:

1)  Companies MUST respect the privacy of consumers.  Treat people like you would want to be treated.  Instead of YOU tracking your customers, why not enable customers to track you!
2)  Offer something of value - Mobile consumers are ready and waiting for contact with familiar brands on mobile devices; awareness and willingness is there, but few brands have cracked the code for providing consistent value via mobile technologies.
3)  Hand over the reins – Mobile users want control over when, where, how, and how often they interact with brands on mobile platforms — the more personalized, the better.
4) Create custom, relevant experiences – Untargeted and irrelevant content will be shunned by mobile consumers. Specialized, personalized and exclusive rewards suggest an aptitude for giving customers what they need and want.

As a part of our GeoHelp Platform, we included a USER PORTAL FOR EVERY CUSTOMER so  everyone can control how they are contacted, and when it is ok to contact them.  Our system gives businesses the ability to send relevant information and rewards IMMEDIATELY to customers at the exact time when they want to engage.   Perhaps adding customer control portals might be the secret to creating a lasting relationship with your connected “followers” ?

Click here to read the full study.