The Growing Market for Mobile Coupons – and Contextual Relevance
An infographic speaks to the power of the mobile coupon offer to drive consumer behavior - regardless of delivery vehicle - while a new app seeks to provide more contextually relevant, automatic location-based offers to users at a retail location.
According to this compelling infographic, mobile coupons appear to be what is driving the mobile advertising market's growth – and are the most motivating to consumers. Mobile coupons were a $90 million market in the U.S. in 2009, but are expected to grow to $6.5 billion in 4 years. Particularly convincing is that coupons and purchase incentives drive people to spend far more than they would have without said coupon – on average, from $122 without a coupon to $216 with.
That said, the continued opportunity for brands and advertisers that want to see ensuing conversion to sales will be to deliver that ‘coupon' or purchase incentive in the most contextually relevant and compelling fashion possible. It doesn't have to take the form of a traditional, easily-forgotten hard-sell with a stand-alone 15% off code. QR code, MMS, geo-location targeting, NFC smart posters, apps and video offering a unique, exclusive customer experience are all possibilities to couple compelling content with the incentive to purchase.