Best Practices for Integrating Mobile Coupons Into Your Marketing Mix
These channels and methods allow for multiple ways to communicate. More channels means more ways to get it right — or wrong. Here are five best practices to using mobile coupons:
1. Honesty. Coupons should be presented to consumers in a truthful, nondeceptive or misleading manner. Be sure to:
- effectively communicate terms and conditions by using language such as "Offer valid for items indicated" or “May not be combined with any other offer";
- clearly display disclaimers, warranties, guarantees and expiration dates;
- indicate the delivery method; and
- allow for feedback.
Content and placement. Ensure your coupons are going to the right audience. Avoid any type of content that isn't in good taste or promotes illegal activity.
Transparency. Your company's name, logo and product name should be prominently displayed on the coupon. Make sure recipients know who you are and what you're offering.
Price and value. Indicate if there's a cost involved in the promotion. A coupon's requirements should be easy to find, read and understand.
Privacy and security. Consumers should be able to easily opt in and opt out of your messages. Privacy must be respected (i.e., meet the guidelines set forth by the MMA).
With the mobile marketplace growing by the day, it's become critical for retailers to integrate these strategies into their mobile marketing campaigns. By understanding the process and best practices listed above, your mobile strategy should deliver a healthy return on investment and improved customer loyalty.