Flip ‘n Save: What Is Keeping Brands from Mobile Couponing? at OMMA Global
Moderator: Michael Foschietti, Managing Director, Mobisix
Panelists
Dennis Cook, Director, Mobile Marketing, Citadel Media
Cynthia Methvin, Digital Media Analyst, Scarborough Research
August Trometer, Co-founder, Yowza!!
Phuc Truong, Managing Director, U.S. Mobile Marketing, Mobext
Cynthia Methvin: 70% of coupon clips still come from the paper, but most people forget them, never use them
Marketers: People looking for a good deal, what better to brand than when ppl are looking for help, get brand ID when ppl are pinching pennies
Media Post research:
1 in 10 interested in getting coupon on phone
3 in 10 very interested in getting coupon on phone
start mobile club, get ppl to opt in, no more than 1x/wk on a particulr topic
be sure members can self-select
12% redemption rate
if consumers are ready, why aren’t retailers?
Phuc: have to be easy for customer to use and not prolong checkout time
6-12 month sales cycles for large-scale retailers: needs to be a top-down decision
restaurants especially: coupon fraud #1 concern
More notes from OMMA Global New York 2009, and more to come.
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