Spocto, a soon-to-be launched marketing platform based in India recently unveiled the findings of a unique survey, which measured the effects of marketing spam on consumers and marketers.
Conducted among 5,000 consumers and marketers each across top 10 metros, as many as 7 out of 10 consumers have experienced receiving multiple messages on different platforms from the same brand within a period of 7 days.
Commenting on the survey results, Sumeet Srivastava, CEO, Spocto disclosed that the main aim of the study was to highlight the problem of spamming in the ever growing marketing world and its impact on consumers and brands.
The study revealed that if consumers receive a promotional message on a platform of their preference, the response rate is significantly high at 68%. For example, if a brand delivers a discount coupon via the preferred platform like email then the consumer will be prompted to purchase goods.
While 34% of consumers have expressed interest to receive promotional communication from brands, brands focussing on e-commerce, food, BFSI, travel, education, jobs and real estate have emerged as the sectors that deliver maximum spam messages.
Moreover, the study concluded that majority of consumers would like to receive information about sales and deals specific to their interests.
With the emergence of digital avenues like Facebook, brands often try to reach out to consumers in the search for more sales, which might lead to wastage of budgets, increased expenditure, and low conversion rates, said Srivastava.
He added that consumers are very proactive and responsive than ever and hence a sensible approach is required from the brand with the optimum use of technology coupled with extensive research.
Nearly 69% of marketers have accepted the fact that they indeed spam consumers with multiple messages on different platforms like social media, email, calls and SMS, the survey reveals.
Meanwhile, a major chunk of marketers believes that spamming not only spoils their brand name but also leads to wastage of budget, resources, and network bandwidth.