Four keys to mobile coupon marketing

This article details how brands and retailers can maximise the effectiveness and scope of mobile coupon marketing.

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...

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