JupiterResearch has found a growing segment of consumers totaling 30 percent is interested in receiving coupons on their cell phones, although at one percent, adoption remains low. During the next year, more advertisers are expected to tap this interest using mobile coupons or promotions, although anticipated growth will remain in single digits. In order to be truly successful, however, such mobile tactics must focus on highly relevant offers, deliver value, manage frequency, and give the consumer control.
These findings are outlined in a recent report published by JupiterResearch. â€œMobile Coupons: Identifying New Opportunities Beyond Early Trials,â€ and focus on how some advertisers are aiming to exploit the inherent location and realtime delivery capabilities that make for a more compelling solution than traditional paper coupons.
Redemption methods are one key inhibitor to wider use by advertisers. Few retailers have systems able to read coupons directly from handset screens. This lack means the POS requires another way of verifying and tracking. Current methods include the following: entering the code manually in a cash register; matching it with a customerâ€™s loyalty card number; or writing it down on paperâ€”the least preferable way. But while there are still hurdles that need to be cleared, this method of mobile marketing presents some potential and clear benefits to advertisers.
Originally posted on March 9, 2008 @ 5:06 pm