Mobile marketing has been developing over the past two years and with the increase of smartphone users in the UK it is no surprise that this method of marketing will eventually play a pivotal role in advertising.
Vouchers and coupons are becoming increasingly popular amongst consumers. These are essentially downloadable applications or vouchers that present a value proposition to the user. Any user who then decides to utilise the application is then – consciously or subconsciously – engaged in a dialogue with the advertiser. A recent survey conducted by Lightspeed Research, showed that young males were the most likely demographic group to download a voucher app. Not surprisingly, 18-34 year olds typically download voucher apps but the majority of the 1001 surveyed would like companies to send discount offers to them. These would either be done by downloading a voucher app and then selecting brands or receiving vouchers to their phone when they are either in or nearby the store. 48% of these surveys would prefer to receive these types of messages if they are registered to the store rather than receiving random messages – unfortunately recent years have seen an increase in spamming to mobile phones.
In a study conducted by Mobile Squared, it was revealed that by 2015 mobile advertising messaging will be dominated by vouchers. 61% of mobile operators thought this would be the most employed medium for communicating with their audience. 58% of these mobile operators believed that SMS and MMS, and finally search which generated 45%.
Marketing messages received lower enthusiasm than vouchers. These would preferably be received if the customer had opted in for them, indicating that savvy advertisers should always feature opt-in and opt-out capabilities in all mobile marketing campaigns.
It is surprising that this insight into mobile apps has not been snatched up by UK retailers in the lead to Christmas. According to mobile technology specialists 2ergo, only 4 out of 5 retailers surveyed have used this channel to market their products. It would appear that this has been an oversight by the retailers when an estimated 51% of Christmas shoppers last year took part in some kind of mobile activity which included coupons, checking product details and comparing prices. This does not take into account the continued sharp increase in smartphone users over the past year. Mobile marketing should be incorporated into companies’ larger marketing strategy and innovative ways to increase sales will have to be introduced.
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