When benchmarking marketers' perceptions against consumers' Acxiom found that, contrary to popular belief, consumers aren't too keen on mobile advertising but welcome email and direct mail.


This is another article that says that email is being very well received among mobile customers. Surprisingly, SMS campaigns aren't working as well yet.


Here's what caught my attention:


The research also suggested that almost three-quarters of customers (71%) are happy to receive mail from brands they are already customers of while 57% of prospects also favored the medium.


Email was also popular with 78% of existing customers willing to accept this form of contact. For prospective customers, the figure dropped to 52%, but it remained the second most appropriate way of targeting.


"The digital age is accelerating the opportunity for brands to truly engage with consumers across all channels. Equally, it is leading to constant shifts in the way people buy and interact with brands. The risk of marketers getting contact strategies wrong and wasting budget is increasing," said Murray Dudgeon, Acxiom Europe's head of client service.