As retail and e-commerce executives take a collective breath and look back on 2014, they will no doubt be contemplating how in the coming year to best appeal to consumers who have turned mobile devices into the performance-enhancing drug of the couponing game. However, the benefit is more than mutual as mobile coupons are a key driving force behind a brand’s mobile marketing success. In fact, in a 2014 Luth Research survey of U.S. smartphone and tablet users – 80% said coupons and deals were the number one reason they subscribed to a brand’s e-mail program. The coupon/deal pair was also rated number one when participants were asked why they opted in to receive text messages (77%), push notifications from brand apps (52%) or followed brands via mobile social media (63%). Coupons and deals draw consumers to mobile ads as well – one-third cited a deal or coupon as the main driver for motivating them to interact with mobile advertising.
Beyond engagement, with regard to translation into sales, mobile coupons (m-coupons) are indeed driving consumer purchase and propelling m-commerce. The Luth Research study found 73% of respondents made a purchase because of the coupon/deal offered in the mobile e-mail and nearly half of those who bought did so on their mobile device.
Source: Report: Mobile Commerce Deep Dive. (2014). e-Marketer.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: