Consumers prefer being reached by post and email, rather than through social media or mobile channels, according to research published by data specialist Acxiom.
The study, carried out in July, benchmarking marketers' perceptions against consumers', suggested that just 9% of consumers feel SMS marketing is an appropriate way for brands of which they are existing customers to get in contact.
Marketers, by contrast, guessed that a quarter (25%) of consumers would be comfortable receiving text messages.
What's wrong here? Why is there such a gap? Are marketers guilty of making too many assumptions?
Here's the original article on NMA.