Coupons are forecast to be mobile marketing's rising stars this year and beyond. As pointed out in a recent Target Marketing Magazine blog post by mobile industry veteran Greg Hoy, mobile coupons are redeemed 10 times more often than print coupons and mobile coupon users, set to reach 53.2 million in 2014, are forecast to post double-digit growth rates annually through 2016 per Business Insider stats. In fact, eMarketer has predicted that by 2016, mobile coupon users will represent nearly 83% of all digital coupon users, notes Hoy. So it would be a smart business-to-consumer marketing strategy to either initiate a mobile coupon program, or beef up existing mobile coupon efforts. Make sure that tablets are front and center in any plan, urges Hoy, noting that, according to eMarketer 2014 estimates, 80.2% of mobile coupon users redeemed with a tablet, compared with 75.4% using a smartphone. Look for other digital channels allowing easy access to coupons via mobile, too, such as mobile apps, daily deal and group buying sites, e-mail and social networks. Where appropriate, test geo-targeting; retailers are reporting high redemption rates from geo-targeted SMS-delivered coupons sent to shoppers close to stores, Hoy notes. Finally, consider using mobile coupons to boost loyalty programs, suggests Hoy, citing findings of a 2014 Bond Brand Loyalty poll that a better loyalty program would lead 6 in 10 millennials to switch brands and two-thirds to change when and where they shop. Targeted mobile coupons may be just the reward to tip the loyalty scales for mobile-savvy millennials. Read the complete post at http://www.targetmarketingmag.com/blog/extending-your-mobile-marketing-strategy-through-coupons
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