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BizReport : Mobile Marketing : June 17, 2008

Coupons, INC., Yahoo partner for mobile coupons

Mobile marketers have a new way of attracting consumers. A recent partnership between Yahoo and Coupons, Inc. gives mobile marketers the chance to send branded coupons to interested users.

by Kristina Knight

Studies have shown that mobile coupons are a great way of appealing to consumers. Marketers who offer coupons and discounts to consumers via text message have seen an increase in campaign ROI.

“We see [this partnership] as . . . a way to turn coupons into a strategic marketing vehicle that delivers value,” said Steve Boom, Senior Vice President, Mobile, Yahoo!. “The ability to deliver the right offer to people creates a unique opportunity to define and catalyze the market for mobile coupon promotions. When consumers get a coupon they want it’s not seen as an ad – but a gift.”

Mobile consumers are very different, in several ways, from traditional online consumers. The biggest difference is the way mobile users approach ads. Studies have shown that mobile consumers are willing to receive ads, both text and display ads, as long as the ads are highly targeted or take the place of subscription fees.

These consumers want ads in the form of discounts which can enhance their way of life.

By offering consumers a texted coupon targeted to their behaviors, marketers appeal to a user who is highly interested in their product.

Tags: coupons, mobile coupons, mobile marketing, text message advertising

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