4 Ways Mobile Coupons Drive Mobile Commerce
As customers continue to switch over to smartphones and tablets, mobile marketing will become a primary focus for a brand's marketing strategy. Mobile commerce is leading the way in location based ads and coupons. These promotions are aimed at being able to identify when a customer is geographically close to a retail store and instantly sending that customer a customized offer designed for their purchasing preferences. Increasing revenue, spreading awareness, collecting data, and building brand awareness are a few factors driving eCommerce companies to invest into mobile commerce marketing. If you're already using mobile commerce as a part of your mobile commerce strategy, try to find new methods to increase your mobile commerce app downloads.
1. INCREASING REVENUE
The convenience of pulling out a phone to find information makes it crucial for brands to implement mobile search engine optimization. People are relying more on mobile search to drive their decisions in purchases. According to Google, 50% of mobile searches are local, and 79% of eCommerce shoppers now say they use their smart phones to guide them with eCommerce shopping. It is estimated that mobile coupon users in the United States will reach 47.1 million users by 2014. As customers are becoming familiar with mobile commerce, a small investment into mobile coupon campaigns could help an eCommerce business acquire new customers and increase online revenue.
2. SPREADING AWARENESS
Location based coupons are a “real-time” way to reach out to customers and lure them into brick-and-mortar establishments. Google+ Local and FourSquare are two leading mobile marketing platforms to spread awareness to local customers. Registering a business address with Google Local enables it to rank higher in organic searches and target potential customers in their area. Discounts and special offers can be tied into a businesses account and be redeemed by entering a review or simply showing the mobile app offer. Customers' profiles linked to Google+ will show “check-ins” of other Google+ members within their networks, increasing the credibility of the business. “Check-ins” are also posted onto social media profiles and can be used for further promotional opportunities.
3. MOBILE COMMERCE DATA
eCommerce consumer mindsets of being tracked for marketing purposes are shifting towards a positive light. Customers are interested in finding the best deals and learning about special offers in their areas. Using the location data provided by smartphones enables companies to expand on “geo-aware” marketing opportunities. This allows marketers to create unique offers based on a customer's search history, social media preferences, and “check-in” history. Mobile fingerprinting, the process of tracking one customer across their computing platforms, will streamline mobile marketing efforts no matter what platform a particular customer is using. Fingerprinting enables marketers to string together mobile and web activity to take personalized marketing to a new level.
4. MOBILE BRAND BUILDING
One study by Verve Mobile found that mobile ads nearly tripled foot traffic for local restaurants and those same customers were 20% less likely to visit a competitor's restaurant. Mobile coupons build a brand by connecting customers with better options for their needs. As mobile commerce customers redeem their coupons or “check-ins”, they are spreading awareness to their friends. This trusted word of mouth marketing that proliferates from redeeming a coupon makes mobile location marketing twice as effective as campaigns that do not geo-target. Reviews and comments enable mobile commerce customers to create community by spreading awareness of quality services and products. ComScore predicts that mobile commerce spending could grow to 15% of all ecommerce by December 2013.
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