How are Mobile Coupons Doing?Written by Michael Levanduski
February 22, 2013 # 7:10 am # Marketing Insights, Specials # 5 Comments
With mobile becoming one of the most popular destinations for marketing campaigns today, there are plenty of ways for marketers to go about reaching consumers on mobile platforms. Although mobile is now where near its highest point in the grand scheme of marketing, it grows in usage each and every day. Although there are plenty of ways to reach consumers on mobile devices, some have proven much more effective than others, and a new report form RadiumOne, a digital marketing solutions provider, shows just which marketing methods will work best for marketers interested in going mobile.
In the report we can see that consumers are taking kindly to mobile coupons, as they can receive deals for their favorite products while they are already on the go. However, these coupons can come to consumers’ mobile devices in many different ways, and consumers do not necessarily prefer them all. In fact, the report says that 42.3 percent of consumers were partial to SMS-based coupons, probably due to the speed of delivery and familiarity of consumers with texting tools. What consumers seemed to dislike were things like bar code scanning coupons and coupons received through push notifications.
Apparently about 61.9 percent of the consumers in the report have reported redemptions of grocery and retail coupons. Of those who do redeem coupons, just over half of smartphone using consumers would rather display a coupon to a clerk or cashier, while 23.8 percent would rather scan the coupons through.
Here’s a bit of the more important information from the report’s findings:
The ability for brands to identify consumer behavior and understand when people are most likely to interact with brands on their handheld devices is critical when designing a multi-channel media strategy that may include in-store digital promotions. Currently, retailers are delivering coupons in four different ways including: scanning a QR code, checking-in on a mobile application, tapping their phone on a point-of-sales terminal, or redeeming coupons via digital loyalty cards. According to survey findings, the top three most frequently redeemed coupon categories included, groceries, retail goods and food & drink.
The report also mentions that women have a considerable influence over the overall consumer purchasing numbers, making them an important consideration for any mobile coupon marketers. Kamal Kaur, the vice president of mobile at RadiumOne, said in the report’s overview;
As the predominate household decision-makers, women consumers represent a gaping opportunity for brands to capitalize on the mobile coupon trend. We’re starting to see a pivotal shift in brand campaign strategies that are increasingly focused on reaching mobile audiences – mobile coupons in particular, are a great way to increase engagement, conversion rates and ultimately ROI.
No matter how mobile marketers are using the many tools provided to them thus far, mobile coupons have proven to be one of the more effective methods, in terms of leading consumers to a purchase. The report tells us that consumers seem to prefer coupons through SMS over other methods of delivery, and they also seem to prefer coupons that they can simply show the cashier. Being that coupons are getting quite popular among marketers, this is valuable information.