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BizReport : Mobile Marketing : May 25, 2009

Mobile coupon apps aid location-based marketing

Once a mantra uttered by property developers and real estate agents, "location, location, location" is now the goal of many marketers, especially those in the mobile marketing sphere.

by Helen Leggatt

Consumers are catching on to mobile coupons. In fact, redemption can be 10 times that of their paper cousins.

Nowadays, marketers are able to identify where consumers are and push mobile coupons to them thanks to several new mobile marketing platforms. These new apps all offer easy redemption at point of sale, pay-for-performance fees and real-time campaign tracking.

The apps automatically retrieve coupons via GPS negating the need for consumers to browse for offers, memorize SMS shortcodes or play with zip codes. Redemption is also simple - after downloading the coupon consumers display it on their mobile phone screen and show it to the store cashier.

Two apps that are worth investigating are MobiQpon and Coupious. Both work on the principle of pushing offers based on location to mobile phones, although MobiQpon also allows consumers to search for coupons outside their immediate vicinity and filter coupons by shopping preferences, distance or company name. Coupious is currently restricted to a test area in West Lafayette, Indiana.

Tags: Coupious, GPS, location-based marketing, mobile coupons, mobile marketing, mobile phone, MobiQpon, SMS shortcode

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