Do you wonder if your competitors’ mobile marketing initiatives have ROI? Research from Vibes, a mobile marketing firm, concludes, quite convincingly, that they do – the study shows mobile marketing campaigns are the primary reason consumers engage with brands through their mobile devices.
According to Vibes’ 2016 Mobile Consumer Report, 59 percent of the more than 1,000 consumers surveyed for the study believe their impression of a retailer would be more positive if they received coupons and offers that could be saved to their smartphones.
Other findings also point to the fact that mobile marketing efforts are on target:
• Of those surveyed, 59 percent say they want to receive text alerts with updates on orders from retailers.
• Of smartphone users surveyed, 77 percent say “surprise points,” birthday or anniversary greetings, and exclusive offers contribute to their brand loyalty.
The research also shows 66 percent would have a more positive opinion of a loyalty program if they could access and store program information in a mobile wallet app. The report confirms the trend to use mobile wallets continues to grow, with 32 percent of respondents stating they currently use a mobile wallet such as Apple Pay or Android Pay. Of mobile wallet users, 94 percent say they are apt to save personalized offers they receive via mobile marketing.
Vibes concludes mobile marketing – especially offering mobile coupons and loyalty points that can be stored in mobile wallets and leveraging messaging program– will not only make your customer engagement efforts more effective but also help foster long-term relationships with your customers.
For your copy of Vibes’ 2016 Mobile Consumer Report, visit http://www.vibes.com/resources/2016-mobile-consumer-report/. You can read more in the article Report: coupons primary reason consumers engage with brands on mobile from Pizza Marketplace.