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BizReport : Mobile Marketing : January 26, 2016

Half of consumers want clicks on mobile ads to take them to a coupon

A new report from mobile marketing firm Vibes reveals the substantial opportunities retailers and brands now have to drive million-dollar ROI through the use of mobile coupon, loyalty and messaging programs.

by Helen Leggatt

Mobile wallets and payments are increasingly being embraced by mobile owners thanks to the ease of use and the rise in venues in which they can be used. According to Vibes' '2016 Mobile Consumer Report' around one third (32%) of smartphone users currently use a mobile wallet such as Apple Wallet and Android Pay.

Of those users, almost all (94%) said they are likely to save personalized mobile wallet offers and coupons, and 82% agree that digital coupons are much more convenient than their paper counterparts either printed from the web or clipped from newspapers and circulars. This is particularly so as mobile owners are rarely without their device.

coupon.pngIn fact, after clicking on a mobile ad, half (49%) of consumers said the preferred result would be that they are taken to a mobile coupon page rather than an ecommerce page (26%) or app download page (25%).

"The popularity of coupons and loyalty programs remains very strong, but the most effective delivery mechanisms for these marketing tactics has changed with the growth in mobile," said Jack Philbin, co-founder and CEO of Vibes. "This consumer data highlights the tremendous opportunity for marketers to immediately start delivering their branded content into Apple Wallet and Android Pay. It's a win-win. Not only do consumers enjoy the convenience these mobile wallets provide, but the ability to personalize and update coupons and loyalty programs helps marketers increase their programs' effectiveness as well."

Other findings from the report include:

- 59% of consumers say their opinion of a retailer would be enhanced if they were to offer coupons and offers that could be saved to their mobile device;

- 66% of consumers would have a more positive opinion of a loyalty program if it enabled them to save and access information from their mobile device.

Image via Shutterstock

Tags: coupon, loyalty and rewards, mobile

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