Despite a lack of industry standards and a variety of coupon formats, mobile coupon marketing is starting to command more attention among consumer marketers looking to build a better shopping experience.
A recent study by Valassis, a Livonia, Mich.-based provider of intelligent media delivery services, helps to illustrate the opportunity for brands investing in this marketing tactic: 32 percent of consumers said they prefer mobile coupons to paper ones, making mobile the fastest growing coupon channel.
"Like any consumer marketing tactic, I think there are a lot of hits and misses," admits Megan Hennigan, senior manager of shopper marketing at...