Digital coupons have been around for a long time. However, it was only in early 2011 that Target became the first major retailer to offer mobile coupons which were redeemable via mobile barcodes at the shop cashier. This was a breakthrough for mobile marketing, taking digital marketing to the next level. But what is all the fuss about?
#1 Your Content in the Consumer’s Pocket
Smart phones have become a provider of such convenience, that people dare not leave home without their mobile device.
There are now no limits to what the customer can do on his smart phone. He can browse, he can enquire, he can even pay and arrange delivery. With that kind of convenience at our fingertips, the discerning marketer should recognise the opportunity of putting their brand directly into the hands of the consumer, along with an attractive and easy call-to-action: the coupon.
#2 Share-ability via Social Media
Mobile apps have changed the way people connect – social media engagement has become a constant for most, with social media apps giving notification alerts throughout the day. In addition to this, the way in which social media apps are integrated and interconnected on mobile devices has made sharing painless and possible at any given time of the day.
Bearing this in mind, the content being viewed on the consumer’s smart phone needs to be shareable. In other words, it needs to be simple, exciting content.
#3 Text Marketing is Unobtrusive
Sending a text message to remind a consumer of a promotion, or to give them a promo code, is one of the most understated forms of communication.
While emails can be lengthy and often perceived as ‘spam’ and with cold calls being particularly taboo, the text message offers all the information, with the least amount inconvenience to the receiver. Smart devices can now receive elaborate text messages, complete with branding, slideshows and interactive links.
#4 Geo-targeting Possibilities
This aggressive form of marketing, used predominantly by larger, more elite retailers, is the Rolls Royce of digital coupon marketing via mobile. The consumer is right at the retailer’s doorstep – all it takes is targeted marketing to their device, to entice them to participate in a sale or product launch.
While some consumers do find this intrusive, offering a coupon does serve incredibly well for attracting new customers.