An increase in using mobile apps means that consumers can perform anything they can do on a computer and do so seamlessly and cost-effectively. Once consumers equip their smart phones with mobile apps, their phones will become their lives, their homes and their offices. For most marketers this means it will be critical to put QR codes on all types of products, documents, and marketing materials so consumers can get information directly on their phone. QR codes will become an essential part of the marketing mix and will provide consumers with more than just product information. QR Codes will provide coupons and discounts to consumers while they are on location, whether it be at a hotel, bar and restaurant, or at the opening of an exciting new retail store.
Mobile coupons are one of the most used mobile marketing tactics to drive sales and push participation, from app downloads and traffic to mobile web sources. Other than pure SMS coupons, the trend now is integration with POS systems, and other redemption methods online and mobile web. In addition the hottest topic now is mobile wallet, and I am sure that there will be a very convenient integration with mobile coupons and immediate payment through mobile wallet which will be heaven for brands and marketers.
Smart phones are now our most trusted and loyal shopping companions. Engaging consumers through mobile ads and coupons continues to be undergoing major growth. QR codes, in particular, have reported growth at 63% during the past year. Marketers need to develop good mobile ads that are in direct response to a consumer’s primary needs and interests. Mobile ads need to have good content that is clever and quickly communicated to the consumer. The content must be relevant and meaningful enough so that an ad or a coupon could never be mistaken for spam. It is important for marketers to know that the ads and coupons they are sending must clearly communicate the very essence of the brand and they must be sent at the right time. The consumer must instantly recognize the brand, its message and its value.
As a CEO of a mobile marketing company, I spend a lot of time staying current on best practices and on the latest mobile trends, technology, people, ideas and innovations. I find that the changes taking place on a daily basis are exciting to manage and I often envision what is around the next corner. Consumers are changing the way they communicate, share information, and ultimately the manner and method in which they buy and consume products. Finally, in terms of how large the coupon marketing space is…estimates for total market sales vary around 8 billion dollars, according to Jupiter Research.
Despite all of the analyst predictions, no one yet knows just how big the electronic and mobile couponing space is, who the players are that will dominate, and what the trends are for 2013. No one marketer can keep up with the changes that are taking place. It is only if all of us are working together, by sharing best practices and information that we will get to harness the opportunities and make them work for us in the rapidly changing mobile landscape. –Kalin.
