Mobile marketing campaigns are most likely to be effective if they result if they offer something to consumers, analysts have stated.
According to the Mobile Marketing Association (MMA), mobile coupons are a “prime example” of this, as they offer very real benefits to recipients.
The organisation was speaking after Juniper Research predicted that the redemption value of mobile coupons will go up by a third over the next year.
Indeed, the organisation was praised for helping to build a “clearer picture” of how mobile marketing is likely to develop over the next few years.
Peter Johnson, spokesperson for the MMA, commented: “Considering that mobile coupons offer much better redemption rates and are more cost-effective, they represent a win-win approach for innovative retailers.”
He added that coupons combine relevance with immediate and tangible value for consumers.
The Mobile Marketing Association recently predicted that mobile phones would account for a “significant” amount of overall advertising spending within the next five years.
Article by Michael Grady, Velti.com
