While mobile advertising can be an effective way for companies to reach consumers, being able to actually link a mobile ad to an in-store purchase is important. According to research by Marchex and Digiday, almost two-thirds of US marketers said mobile coupons were the most effective method for attributing in-store purchases to mobile ads.
Most Effective Methods for Attributing In-Store Purchases to Mobile Ads (% of Respondents
Connecting To In-Store Purchase
% of Respondents
Using mobile phone instore
SMS text offers
Promotions in shopping apps
Source: Marchex /Digiday, October 2015
In 2015, 40.5% of US companies with more than a hundred employees will use mobile coupons for marketing purposes, eMarketer estimates. By 2017, that number will grow by 7.5 percentage points, says the report.
Furthermore, 80% of US adult mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2015. And, in 2017, more than 90% of adults will do so, projects the study.
Like mobile coupons, in-store beacons, which retailers are beginning to use more, are another effective method for attributing in-store purchases to mobile ads, says the report. In fact, 22.7% of US marketers indicated so, even though beacons are still in relatively limited use at retail.
A February 2015 forecast by BI Intelligence estimated that this year that $4.1 billion in in-store retail sales among the top 100 US retail locations would be influenced by beacon-triggered messages. By 2016, that value will grow to $44.4 billion, concludes the report.
For more information from eMarketer, please visit here.