Mobile Coupons: A Century Old Marketing Strategy Meets Technology
By Greg Taylor
In 1887, marketing genius Asa Chandler created the first coupon to promote his new product, Coca-Cola. Interestingly, he took the name coupon, from the French word “couper”, which literally means “to cut”.
Chandlers ingenious marketing idea, turned out to be extremely effective as he went on to found and grow one of the most successful companies in history. Over a hundred years later, many other entrepreneurs have created fortunes from coupons, and they are still used effectively today.
However, since the invention of the Internet, Coupons have changed a bit. Yes, many coupons are still cut from traditional advertisements, but others are now printed directly from the web. In fact, many coupons are no longer cut, as they are in digital format, and never reach paper. So coupons are still a very viable form of marketing, but coupon strategy is evolving with technology.
The most recent method of coupon marketing is through the use of mobile technology. Cell and smart phones are the perfect place to promote coupons, because people carry them with them all the time. One doesn’t have to worry about losing a coupon, if it is saved in a text message. However, the value in mobile coupons really comes in the immediacy, and effectiveness of getting your marketing message noticed.
Studies indicate that over 90% of all texts messages get read. This means that if you can deliver a coupon to a recipient via a mobile text, there is a very good chance they will see it. In addition, they are more likely to redeem it, because it is stored in their phone. So mobile coupons can be very effective, the biggest challenges is delivering the message.
There are now to different ways to deliver a coupon via mobile technology. First is through SMS text, short code marketing. This is a form of customer permission marketing, in which a potential or existing customer requests to receive promotions from a business, such as text coupons. This is typically in response to a traditional advertisement a business has run, inviting them to subscribe to their text messaging campaign.
A business advertises what is called a SMS short code. Essentially, this is like a short phone number for texting, combined with some type of code to identify the marketing campaign. For example, an recipient may be invited to text the word “coupon” to 55555 to subscribe for regular offers.
The wonderful thing about this type of coupon delivery is that once a customer has subscribed, the business can then deliver coupons over and over again, at a very low marketing cost. It also allows the business to use relationship marketing to foster the business connection, and encourage repeat business.
Recently, a new form mobile marketing is becoming very popular and effective, utilizing smartphone technology. This is basically Internet banner advertising, extended to Smart phones .However, this is far more effective than Internet banners, because only one offer can be seen on a smartphone at any one time. With such limited space on a smartphone screen, it almost insures a recipient will see the advertisement.
The banner ad will offer something that will entice the recipient to click on the ad. They are then forwarded to mobile optimized page that will provide the coupon in exchange for the submission of either an email address or the texting of a short code. Either method can be effective in the delivery of repeated advertisements and relationship building strategies.
Coupons are as viable, if not more effective method of advertising than they have ever been. They still provide that little something extra that will drive new customers to to an establishment. However, with mobile coupons, marketing with this method is cheaper than ever before. Smartphones advertising is so new, that it is still very affordable. SMS text marketing is also very cost effective. When you combine the two together, it provides a very powerful marketing system that all businesses should consider as part of their marketing strategy.
Technology is constantly evolving, and marketing methods evolve as well. Those businesses that are progressive and technology savvy, will have a jump on their competition. Those who aren't, will be missing out on a very effective spin, on century old marketing method that still works.
Greg Taylor
www.e-smartmarketing.net
E Smart Marketing
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