Making Mobile Coupons Mainstream

Mobile commerce has exploded in recent years — and with mobile coupon users expected to surpass 1 billion by 2019 according to Juniper Research, brands need to consider how to integrate mobile coupons in to their marketing initiatives.

In fact, mobile coupons are redeemed 10 times more than print coupons and the number of mobile coupon users is expected to reach 53.2 million. It’s clear that mobile coupons are the perfect solution to help increase engagement and redemption by consumers.

It is expected that nearly 20 million US adults will redeem a mobile coupon this year, including coupons or codes received via SMS, apps and mobile web browsers. The mobile coupon audience will post double-digit growth rates annually through 2016, driven by continued smartphone and tablet adoption and the proliferation of digital channels offering coupons easily accessed by mobile, such as mobile apps, daily deal and group buying sites, email, and social networks. eMarketer expects that by 2016, mobile coupon users will represent nearly 83% of all digital coupon users. This is huge!

Consumer behavior is changing

Juniper forecasts that the number of mobile coupons redeemed will more than double over the next five years from 16 billion in 2014 to 31 billion in 2019. Which means that brands and retailers should be incorporating mobile coupons to proactively encourage their consumer’s behavior.

There are a number of different ways to engage consumers and drive revenue and redemption opportunities, including:

·      Coupons — Mobile coupon redemptions in the U.S. will exceed 53 million this year. The mobile coupon audience will post double-digit growth rates annually through 2016, driven by continued smartphone and tablet adoption. (Source: Business Insider 2014)

·      Geo-targeting – Geo-targeting has boosted the success of SMS-delivered coupons, with retailers seeing high redemption rates from coupons sent to consumers close to their stores.

·      Loyalty Programs — Consumers expect to be rewarded for brand loyalty, particularly millennial’s. A 2014 poll by Bond Brand Loyalty indicates that 6 in 10 Millennial respondents would switch from brands they buy and two-thirds would change when and where they shop if it meant getting a better loyalty program.

Coupons, geo-targeting, and loyalty programs can be offered, tracked, and monetized to ensure the campaign is successful or provide the right data points for marketers to continue to optimize their campaigns.

Despite the capability of mobile coupons to deliver targeted offers to consumers, to drive retail footfall, to enhance customer lifetime value, there is still only about 37% of brands and retailers using mobile coupons.

Making Mobile Coupons Mainstream

The speed with which the marketing landscape is changing is dizzying. One of the key challenges for marketers is to ensure their customers have a seamless brand experience, whether in-store or online, sitting at a desktop or engaging on a mobile devices or tablets. It’s important to note that 40% of the US smartphone audience will use a smartphone for in-store coupon redemption this year, while 53% of tablet users will redeem a coupon while researching or shopping online. How are you incorporating mobile coupons in to your marketing initiatives?

Good luck with your campaigns. If you have any questions please don’t hesitate to reach out to us at info@gravit8marketing.com or check out our website: http://www.gravit8marketing.com.

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