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 Campbell Soup Co. "But in the aggregate, it has been working well for us."

Hennigan adds that mobile coupons are nearing a tipping point with both consumers and retailers."We're getting over the adoption end of it [and] people are seeing their phones as a savings device," she says. "You are seeing a lot of suppliers getting smarter about providing a seamless delivery to reach the right shoppers."