Mobile Marketing Drives Brand Loyalty
With nearly two thirds of Americans owning mobile devises and the majority of them keeping their phones with them at all times, smartphones are becoming the most direct and reliable engagement vehicle for marketer’s to reach their customers. A recent study from Vibes’ examines consumer perceptions and opinions about mobile marketing and advertising programs.
Mobile Wallet Must Become a Central Part of Incentive Marketing and Loyalty Programs
The report reveals a powerful consumer shift towards regularly using mobile wallets like Apple Wallet and Android Pay, spurred by ongoing investments in mobile wallet technology by Apple and Google. At the heart of this trend, Vibes also finds that coupons and loyalty are primary reasons consumers engage with brands via mobile.
- 32% of smartphone users currently use a mobile wallet like Apple Wallet and Android Pay.
- 94% mobile wallet users are likely to save personalized mobile wallet offers and coupons.
- 82% of smartphone users report that digital coupons are convenient when compared to printing out coupons and bringing them to the store.
- 59% say their opinion of a retailer would become more positive if they started to receive coupons and offers that could be saved on their smartphones.
- 66% of respondents would have a more positive opinion of a loyalty program if the program allowed them to store and access their information on their smartphone in a mobile wallet app.
- 49% of respondents who clicked on a mobile ad said a mobile coupon page is their preferred destination, as opposed to respondents who prefer landing on a mobile commerce page 26% or an app download page 25%.
Additional key findings include a strong consumer willingness to subscribe to brand text programs:
- Almost six in ten respondents 59% want to receive text alerts (SMS / MMS) with updates on their orders from retailers and brands.
- Seventy-seven percent 77% of smartphone users say receiving surprise points or rewards, exclusive content and special birthday or anniversary mobile messages would have a positive impact on their brand loyalty.
“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 personalize and update coupons and loyalty programs helps marketers increase their programs’ effectiveness as well.”