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Top Mobile Applications and Services for Engaging Customers

  • Top Mobile Applications and Services for Engaging Customers-

    The benefits of mobile coupons center on increasing purchase frequency and average transaction size as part of a larger effort to increase sales, margins and customer loyalty. While adoption has been slow, Gartner's surveys show a growing willingness among smartphone users to adopt mobile coupons. Digital marketing leaders can jump-start their mobile couponing efforts by leveraging lessons learned by retailers currently using mobile coupons and by using specialized technology providers to test alternative approaches. Longer term, mobile coupons need to be part of a multichannel e-coupon strategy that services consumers' desire to access and redeem coupons via any channel. 

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Top Mobile Applications and Services for Engaging Customers

  • 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8
  • Top Mobile Applications and Services for Engaging Customers-6

    The benefits of mobile coupons center on increasing purchase frequency and average transaction size as part of a larger effort to increase sales, margins and customer loyalty. While adoption has been slow, Gartner's surveys show a growing willingness among smartphone users to adopt mobile coupons. Digital marketing leaders can jump-start their mobile couponing efforts by leveraging lessons learned by retailers currently using mobile coupons and by using specialized technology providers to test alternative approaches. Longer term, mobile coupons need to be part of a multichannel e-coupon strategy that services consumers' desire to access and redeem coupons via any channel. 

Mobile social networks, mobile applications stores and location-based services will be three of the highest value mobile services to reach widespread adoption in the next two years, according to Gartner, Inc. Digital marketing leaders who do not yet have strategies in place to exploit these opportunities need to take steps to develop them now. 

Gartner also expects mobile advertising to reach mainstream in the next two to five years, and digital marketers should keep a watchful eye on three key technologies in this field: bar code marketing, mobile coupons and augmented reality. 

"Consumer services and applications that consumers use when online — whether they're on the move, at work or at home — involve various devices which are often used interchangeably for common uses such as streaming video, shopping, banking or engaging social networks," said Sandy Shen, research director at Gartner. "Understanding how consumers are using these devices is an important element of understanding mobile's benefits and risks. Mobile technology is the vehicle of immediacy, putting mobile marketers in the critical position of being masters of timing — knowing when and how to drop the right offer at the right time."