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

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in