Acxiom study reveals SMS advertising is best
Study in Saudi Arabia said SMS gets 32.5% of leads vs 28.2% for print advertising
Direct marketing services provider, Acxiom MENA, has done a study comparing six different types of advertising to find the most effective means of advertising in Saudi Arabia for Acxiom clients.
The study has revealed that the best form of advertising in the country is SMS, which generates the highest percentage of total leads by using the smallest percentage of the total budget allocated for a campaign.
The study was conducted on behalf of Acxiom MENA's key clients and showed that while SMS cost 2.9% of the total average budget, it lead to 35.2% of the total leads, while traditional print advertising cost an average of 48% of the budget and returned just 28.2% of total leads.
SMS was the top return form of advertising, followed by print, outdoor, email and online ads last with just 1.8% leads.
"Everyone who works in marketing knows that insight is one of the most important things in our industry," said Yousef Hamidaddin, Acxiom MENA's CEO. "Rational decisions are always made based on information and what we seek to do is to provide the clients we advise the most accurate and relevant information. SMS is the most effective way of marketing communication for this particular client in terms of generating leads, this insight will definitely create more efficient and effective decisions in the future."