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.
The increasing complexity of the digital media landscape and the sustained pressure on advertising budgets present daily challenges for modern marketers. It is perhaps inevitable therefore that Transparency in media trading is an issue that is attracting increasing attention and concern for media budget holders.
At MediaSense, we address “the transparency issue” from a different perspective. While forensic accounting and legal counsel has a place in the debate, this will not change the direction the industry is heading in. [more…]
Around 100 marketers have booked on to attend the digital marketing conference, On The Edge, being held in Bristol, 19th March. If you’re coming along, why not introduce yourself to the other attendees by replying to this post. We find this helps to break the ice and means you’ll know more people when you get there! To book your ticket or to find out more information, just click here: http://ontheedgelive.co.uk/bristol
Volkswagen Commercial Vehicles has appointed Kirsten Stagg as its new Head of Marketing, with effect from 11 March 2014. In her new role, Stagg will report directly to Alex Smith, Director of Volkswagen Commercial Vehicles, and will be responsible for spearheading the brand’s marketing activities in the UK.
Stagg (above) joined the Volkswagen Group as a graduate in 1998. Since then she has progressed through the organisation, holding marketing roles at ŠKODA, Audi and most recently Volkswagen Passenger Cars as National Communications Manager where she orchestrated several high profile advertising campaigns including the recent Woofwagen range campaign. [more…]
By Simon Martin, Deputy Creative Director, Table19
I’m not anti-technology or digital, I’ve got all sorts of gadgets, but recently I’ve found myself getting more and more irritated by the need of advertising and marketing types (and everyone in between) to get me involved on a social level. Of course, technology has a massively important part to play in everyday life. But people are realising that it shouldn’t have this overarching power. It shouldn’t control our lives; it should just be a part of it. Advertisers and marketers would be wise to realise that, too.