Report: Mobile-based campaigns and coupons boost consumer brand sentiment

New report on mobile consumer trends and behaviour shows consumers actively seeking out mobile-based campaigns and promotional offers of direct or immediate benefit to them

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.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great article!

Daniel Dan

What robotic process automation can do for marketers

Read more

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in