The number of consumers receiving coupons via mobile devices is expected to rise by 30% next year to more than 500 million people, a new report from Juniper Research has found. However, the report cautioned that retailer reluctance to upgrade POS (Point of Sale) terminals for authentication and redemption was creating a bottleneck, effectively suppressing the deployment of mobile coupons.
According to the report, continued growth in mobile coupon usage will in part be fuelled by the integration of couponing platforms into the leading social networks. Apple’s recent high-profile launch of Passbook is also expected to act as a catalyst to both coupon deployments and adoption. For example, the marketing services provider Valassis has recently launched a ‘Red Plum Social Savings’ app in the US which was built with the Facebook platform, while third-party loyalty/marketing and couponing providers such as Codebroker, Eagle Eye, Yowza! and Valpak have already created apps or microsites which deliver vouchers to Apple’s Passbook.
The report – Mobile Coupons: Strategies, Opportunities & Forecasts 2012-2017 – also observed that increasingly brands were transitioning from using coupons purely to drive retail footfall to strategies designed to develop longer-term relationships with consumers. It found that delivery and redemption data analytics were now being used not merely to assess the progress of a campaign but to gauge what offers could be tailored to which individuals.
But report author Dr Windsor Holden wanrns: “POS terminals can have a lifespan of a decade or more, so understandably retailers are wary about disrupting the terminal lifecycle and investing in new technology – whether NFC or barcode scanner – without being able to demonstrate a clear return on that investment .”
The report also suggests that mobile coupon redemption patterns are shifting, with consumers increasingly storing the coupon on the device rather than redeeming straightaway. Its also found that China has experienced a huge uplift in mobile couponing adoption over the past year, with one couponing app alone – Dianping – downloaded more than 40 million times.
Bing Ads today releases its Valentine’s Day insights, revealing what romantic searches are being made, when, and by whom in the run up to the UK’s most romantic day of the year.
Based on searches made across the Bing platform, it has found love is now mobile, as marketers can expect more than 7 in 10 retail searches related to Valentine’s Day to be made from a mobile device in the run up to the big day.
According to a OnePoll.com survey, 70% of us regularly send texts and emails to the wrong people. The worrying word here is ‘regularly’.
This isn’t a post about accidentally sending raunchy messages to your mum, but it does highlight the point that when it comes to targeting our messages to the right people, we’re painfully poor at it, even when we’re saying potentially sensitive or embarrassing things on a one to one basis.
Creative agency Space has been appointed by Arla, the UK’s largest farmer-owned dairy company, to support the launch and ongoing development of a game-changing concept in the milk aisle: Arla Best of Both (BOB), the country’s first yellow-top milk.
Space’s remit covers live brand activation as well as digital and social.
Sally Durcan writes ... Talk to Mums is a ‘Mum to Mum’ communications agency that connects brands with mums online and offline.
Our goal is to make marketers + PR’s jobs easier by offering multiple ways to reach mums, more than any other agency or group through our active online and offline communities. Access to these communities is via our range of services & programs.
The Super Bowl’s done and dusted but the ad wars will linger on, with claim and counter claim as to which did well and which didn’t. We’ll cover this intelligence (if such it be) as and when but here’s a pretty fair selection courtesy of the Guardian (feel free to ignore the trying-very-hard-to-be-funny commentary).
Here’s one from Jeep and agency Iris that didn’t surface before the Bowl, of the ‘heroic’ school of advertising that may be a bit over the top but comes as a welcome change from all those celeb-packed comic efforts. It topped Adweek’s top five.