SMS Coupons: Yes, A Need....

JupiterResearch has found that consumer adoption of mobile coupons is minimal, but interest is high enough to justify adding them to the advertising mix. Among several findings detailed in a new report, "Mobile Coupons: Are Consumers Ready to Clip Coupons on Cell Phones?," JupiterResearch has also found that of advertisers utilizing mobile marketing, 37 percent are doing so to increase short-term product sales. "Twenty-four percent of cell phone owners are interested in receiving special offers and coupons on their cell phones, yet barely one percent of cell phone owners have used text messaging for the purposes of obtaining a coupon or discount," said Julie Ask, Research Director at JupiterResearch. "Cell phones offer advertisers the opportunity to serve highly targeted, just-in-time coupons to their customers, but opt-in requirements require a mindset that more closely resembles e-mail marketing than traditional coupons." Utilizing cell phones as a platform to reach consumers with mobile coupons offer many benefits to advertisers including notification of time-of-day and day-of-week redemption, instant delivery, geo-targeting, time-of-day targeting, forward-to-a-friend features, higher redemption rates due to stringent opt-in requirements, and a buzz factor given the newness of the medium.

technorati tags: customer, interaction, voice, messaging, customer, contact

sms coupon

Mobile Marketing Trends

Interesting report from eMarketer on mobile promotions and advertising. A survey of 50 leading brands in Europe by Vanson Bourne found that the top three categories for tactical responses that brands look to drive through mobile marketing included requests for more information, making a purchase or booking, and discovering new attributes about a brand. "Brands, agencies and carriers will need to cooperate in deeper, richer and more complicated and interrelated ways or risk losing out on the world's most prevalent interactive platform," says Mr. du Pre Gauntt. All players in the mobile space must be prepared for change — and they must get over the perception that mobile is a "premium" communications or media channel. This must be a massive opportunity for companies that develop a genuine understanding of when, and in what contexts, customers want to be communicated with, and by whom.

technorati tags: customer, interaction, voice, messaging, customer, contact