They say that “change is the only constant”. It’s fair to say that in the 20 years I’ve been in marketing positions, the role of the CMO has changed completely.
Consumers will actively seek out certain types of mobile-based campaigns and promotional offers if they directly or immediately benefit them, a new report claims.
The 2016 Mobile Consumer Study, produced by mobile marketing technology vendor, Vibes, is awash with statistics demonstrating the importance of targeted mobile interactions and offers for consumers today, not just for ad hoc campaigns, but also in customer engagement and loyalty programs.
For example, the report found 77 per cent of smartphone users said mobile offers, such as surprise points or rewards, exclusive content and special birthday messaging, have a positive or very positive impact on their brand loyalty. In contrast, just 3 per cent claimed these offers would negatively impact their loyalty to a brand.
Just shy of 60 per cent of consumers surveyed also said they wanted to receive text alerts with updates on their orders from retailers and brands.
The research also dived into the current state of mobile commerce adoption across consumers, finding about one-third of smartphone users surveyed currently use a mobile wallet such as Apple Wallet of Android Pay. Of those, 94 per cent are likely to save personalised mobile wallet offers and coupons, with email the preferred mechanism for delivery, followed by text message.
In addition, 82 per cent reported digital coupons as a convenient option compared to printed coupons, and 59 per cent said their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones.
The mobile trend is impacting customer loyalty program sentiment, too. Two-thirds of respondents said they would have a more positive opinion of a loyalty program if they could store and access information on their smartphone in a mobile wallet app.
And 73 per cent were either very interested or somewhat interested in saving loyalty cards to their smartphones. Of those consumers surveyed, the majority (44 per cent) had between two and four loyalty cards, and one-quarter had between five and nine loyalty cards.
When it comes to mobile advertising, 60 per cent of smartphone users are likely to save a coupon or offer from a mobile banner ad, and 48 per cent are likely to download an app. Mobile coupons and offers are again the most likely content consumers will click on from a banner, followed by an app download page and informational mobile Web page.
There’s a word of warning in there for marketers as well around how much is too much on mobile. Top of the list of reasons why consumers will unsubscribe from a brand or company are too many messages or updates (59 per cent), followed by lack of relevance in information, such as location (51 per cent). Just over four in 10 also said they would unsubscribe if the coupons or incentives were not good enough.
The Vibes report was based on data captured from more than 1000 consumers.
“The popularity of coupons and loyalty programs remains very strong, but the most effective delivery mechanisms for these marketing tactics has changed with the growth in mobile,” said Jack Philbin, co-founder and CEO of Vibes.
“This consumer data highlights the tremendous opportunity for marketers to immediately start delivering their branded content into Apple Wallet and Android Pay. It’s a win-win. Not only do consumers enjoy the convenience these mobile wallets provide, but the ability to personalise and update coupons and loyalty programs helps marketers increase their programs’ effectiveness as well.”