Mitto survey finds that brands’ increased communication during Black Friday/Cyber Monday was highly effective, spurring more purchasing behavior than last year
Zurich, Switzerland – Dec. 15, 2022 – Mitto, a leading provider of global omnichannel communications solutions, today announced the results of a survey that explored consumers’ receptiveness to brand communication during the Black Friday/Cyber Monday holiday shopping season. The survey results found the majority (83%) of consumers received communications from brands they have never heard of or signed up for, however the overwhelming majority (68%) welcomed such messages, which proved highly effective this year; nearly half of Americans (49%) who received at least one communication from an unknown brand acted on it by either making a purchase (64%) or adding an item to a shopping cart for a later purchase (35%).
Mitto’s report sheds light on the evolving preferences consumers have towards the ways in which brands communicate with them, especially around holiday shopping seasons, and how brand communications impact purchasing behaviors.
Respondents revealed that brand communications around this year’s Black Friday/Cyber Monday shopping season were more effective at driving purchasing behavior than last year. Almost two-thirds (62%) took the same or more action from brand communications than last year, with only 36% taking less action. Nearly three-quarters (72%) of respondents said better deals/sales offered by brands this year drove them to make purchases, while over one-third (37%) said a higher volume of communications from brands drove them to purchase this year.
“This holiday shopping season, brands took a more aggressive approach in their communications with consumers, messaging them more frequently and communicating with many consumers they don’t yet consider customers,” said Andrea Giacomini, CEO of Mitto. “This turned out to be the right approach; brands this holiday shopping season are in the unique position to find consumers actually welcome messages from brands they aren’t familiar with, with many driven to purchase from unsolicited brand communications alone. The key to this success, however, is no big secret: personalized messages delivering real value and done so via consumers’ channel of choice is paramount to successful brand communications on any day of the year.”
Additional findings from the survey include:
- Consumers were satisfied with the number of messages from brands this year. More than one-third of consumers received between 6-15 messages from brands during Black Friday/Cyber Monday, and more than half were satisfied with this volume. However, brands must keep in mind that as the amount of messages received increased, satisfaction decreased; almost half of consumers who received 26+ messages found that volume excessive.
- The content of brand messages matters most. More than half of respondents (51%) said they appreciate brand communications containing information about products or services that are most relevant to them, followed by 45% who said they enjoyed visually appealing messages and that that include personalization (36%).
- “I gotta have more SMS.” Of American consumers who prefer SMS/text for brand communications, almost half said they wanted even more from brands.
Survey Methodology: These findings are based on a Pollfish survey of 1,000 Americans aged 18+. The survey ran in December 2022.
Mitto is a leading provider of global, omnichannel communications solutions, supporting business growth with advanced customer engagement technology and messaging enablement. Offering easy-to-integrate SMS, Voice, and Chat App APIs, next-generation business messaging, and end-to-end phone number management, Mitto’s platform ensures the world’s largest brands and MNOs are ready for what’s next. Follow Mitto on Twitter: @mittoglobal