Infobip research also reveals that 67% of Brazilians have already made a purchase after receiving ads via message
Infobip has released a new study on the behavior of Brazilian consumers when faced with advertisements and offers made through digital channels such as text messages, emails and chatbots. The survey shows that 51% trust an offer or discount received via text message more than advertisements on websites and social media. The study was conducted by Broadminded and interviewed 1,071 people.
“These data are in line with the success we have seen among companies that have implemented platform solutions such as RCS, for example, which allows sending multimedia messages with campaigns to customers, in addition to exchanging messages via WhatsApp, chatbots and marketing emails. Brazilians confirm that they feel more confident when receiving these ads via messages than via pop-ups or website banners, for example,” says Caio Borges, country manager for Infobip in Brazil.
In terms of trust, digital messaging outperforms traditional online advertising. In contrast, 32% of respondents expressed distrust towards this approach, suggesting that while digital messaging is powerful, there is still significant room for companies to improve consumer trust.
Furthermore, 67% of respondents stated that they had already made a purchase after receiving offers through digital means, such as text messages via SMS, WhatsApp or email. In contrast, only 27% did not feel compelled to make a purchase after receiving the messages and 10% did not know whether the messages were responsible for their decision.
This data may suggest the effectiveness of direct digital marketing, suggesting that companies can benefit from sending personalized and targeted offers through digital channels. When broken down by gender, this number is almost equal, with both men (56%) and women (55%) making a purchase decision after receiving offers through these channels.
When separated by age group, the audience between 35 and 44 years old is the one least resistant to a purchase after receiving an offer via message. According to the study, 73% have already purchased a product or service influenced by advertising messages, while 19% did not buy anything and 8% were indifferent.
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