Coupons Delivered to Cell Phones Offer Unique Benefits to Advertisers
JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that consumer adoption of mobile coupons is minimal, but interest is high enough to justify adding them to the advertising mix. Among several findings detailed in a new report, “Mobile Coupons: Are Consumers Ready to Clip Coupons on Cell Phones?,” JupiterResearch has also found that of advertisers utilizing mobile marketing, 37 percent are doing so to increase short-term product sales.
“Twenty-four percent of cell phone owners are interested in receiving special offers and coupons on their cell phones, yet barely one percent of cell phone owners have used text messaging for the purposes of obtaining a coupon or discount,” said Julie Ask, Research Director at JupiterResearch. “Cell phones offer advertisers the opportunity to serve highly targeted, just-in-time coupons to their customers, but opt-in requirements require a mindset that more closely resembles e-mail marketing than traditional coupons.”
Utilizing cell phones as a platform to reach consumers with mobile coupons offer many benefits to advertisers including notification of time-of-day and day-of-week redemption, instant delivery, geo-targeting, time-of-day targeting, forward-to-a-friend features, higher redemption rates due to stringent opt-in requirements, and a buzz factor given the newness of the medium.
“Marketers are beginning to add digital coupons delivered to cell phones into their advertising mix to leverage the benefits offered by a connected and personalized device,” said David Schatsky, President of JupiterKagan. “Small ticket items or spot purchases, along with high value coupons, offer the best near-term opportunities for these marketers.”
The complete findings of this report and recommendations for advertisers are immediately available to JupiterResearch clients online at http://www.jupiterresearch.com. For details on JupiterResearch’s methodology, visit http://www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterkagan.com to request a detailed methodology statement. For additional information on this report or JupiterResearch’s Mobile Marketing and Media research service, visit http://www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterkagan.com.
About JupiterResearch
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit http://www.jupiterresearch.com. JupiterResearch is a division of JupiterKagan, Inc.
