More advertisers deploying Mobile Coupons.

JupiterResearch has found a growing segment of consumers totaling 30 percent is interested in receiving coupons on their cell phones, although at one percent, adoption remains low. During the next year, more advertisers are expected to tap this interest using mobile coupons or promotions, although anticipated growth will remain in single digits. In order to be truly successful, however, such mobile tactics must focus on highly relevant offers, deliver value, manage frequency, and give the consumer control.

These findings are outlined in a recent report published by JupiterResearch. “Mobile Coupons: Identifying New Opportunities Beyond Early Trials,” and focus on how some advertisers are aiming to exploit the inherent location and realtime delivery capabilities that make for a more compelling solution than traditional paper coupons.

“Mobile coupons are gaining traction among advertisers, and are no longer just a niche tactic, rather they are moving toward the mainstream to more common use,” explained Neil Strother, analyst with JupiterResearch and lead author of the report. “There are definite benefits to using mobile coupons such as real-time offers, geo-targeting, personalization, time-of-day redemption tracking, triggering impulse purchases, and a lower cost of delivery. But while there is tremendous untapped potential, there are still barriers that exist.”

Redemption methods are one key inhibitor to wider use by advertisers. Few retailers have systems able to read coupons directly from handset screens. This lack means the POS requires another way of verifying and tracking. Current methods include the following: entering the code manually in a cash register; matching it with a customer’s loyalty card number; or writing it down on paper-the least preferable way. But while there are still hurdles that need to be cleared, this method of mobile marketing presents some potential and clear benefits to advertisers.

“Mobile coupons will offer flexibility and the ability to target prospective consumers most likely to respond to an offer,” said David Schatsky, President of JupiterResearch. “Just how effective a tactic this is will be determined by the level of measurement. Because this technology is still evolving, it represents a solid opportunity to establish meaningful methods of measurement.”

For more information at http://www.jupiterresearch.com