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BizReport : Mobile Marketing : August 15, 2013


More mobile users want location-based offers

Since 2009, mobile phone owners have become more interested in receiving offers from brands on their device, provided they have given permission for a brand to do so.

by Helen Leggatt

A brand new Placecast poll, conducted online in the U.S. among 2,000 adult consumers by Harris Interactive during May, 2013, found a 19 percentage point increase in interest in getting local mobile alerts since 2009.

On being asked, "Assuming you gave permission, how interested would you be in receiving mobile alerts about new products, sales and/or promotions from your favorite merchants, restaurants, or stores on your cell phone/smartphone?", 45% answered that they were 'somewhat interested', compared to 26% in 2009.

Kathryn Koegel, Chief of Insights at Primary Impact Research, who analyzed the Harris Interactive data, says that the increase "suggests that mobilized consumers are increasingly aware of how easy it is to use mobile phones to save money and time, and have come to value offers that incorporate their location".

When asked what effect a mobile alert for an offer that could be redeemed nearby would have on them, over three-quarters said they find such location-based alerts at least somewhat useful, and more relevant than traditional coupons.

In particular, survey participants said that offers via mobile were easy to act on (89%), made them aware of retail locations they had previously not known about (87%), encouraged them to try out new things (83%) and promoted spontaneous purchases since they are near the store (73%).

"When it comes to local offers on their phones, consumers are not only growing accepting, but expecting of them. Savvy brands will carefully consider how much of their digital spend is going to mobile, particularly local-mobile," said Placecast CEO Alistair Goodman. "On the publisher side, companies like Facebook and Google are being handed a huge opportunity to leverage their massive audience and deliver ads in a responsible, relevant way. The key is for the ads to be perceived as a valuable service by their users, not unwanted or intrusive."

Tags: brand marketing, location based, mobile coupons, mobile use trends










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