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BizReport : Mobile Marketing : February 18, 2011

Mobile: The next loyalty barometer?

As more consumers hit the mobile superhighway, brands are following, and it seems that mobile may offers brands more than they expected. Yes, consumers can shop or read content through mobile devices, but more than that is the loyalty factor. One expert suggests that mobile may be a big indicator for brand loyalty moving forward.

by Kristina Knight

"Mobile phones are our most personal device," said Ivan Braiker, CEO of Hipcricket. "When a consumer opts-in to a mobile loyalty club, they are in essence inviting the brand to communication with them on their cell phone. That brand interaction alone drives loyalty, but brands can then send their club members coupons and offers on a regular basis, to keep the consumer come back for more."

And that consumer base? Is rapidly growing. Of the 234 million mobile Americans, 14% are considered 'light shoppers'. These shoppers say that mobile is still the easiest way to shop, according to Augme.

A recent report from Augme finds that 10% of mobile consumers are responsible for most mobile shopping volume currently. However, nearly half of mobile consumers can be termed 'mobile shoppers' at this point; most of these shoppers are under age 35 (47%) and are receiving mobile notifications from their favorite shops (85%).

How can brands build mobile loyalty?

Start with relevance. More than print, television or online advertising, mobile ads must be relevant to the consumer. Contextually targeting ads is a start, but targeting ads based on consumer input is even better. In many cases mobile can be an opt-in process, so ask the consumer about likes, dislikes and interests to determine the types of ads which will have the biggest impact.

Tags: Augme, Hipcricket, loyalty marketing, mobile ads, mobile devices, mobile loyalty, mobile marketing

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