Businesses investing more in mobile marketing programs
February 28, 2013

Smartphones and tablets have had the biggest impact on merchant strategies in recent years, as more consumers prefer mobile payments and loyalty programs over traditional methods. This has led to a massive increase in the volume of mobile marketing strategies, especially because these approaches are often the most affordable and can reach the most people.

Mobile Marketing Watch recently reported that a new study from BIA/Kelsey found that mobile marketing investments have totaled $222 million since 2008, as many businesses view these initiatives as crucial components of revenue growth. According to the news provider, businesses have started to integrate mobile payments, loyalty and gift card programs and marketing strategies for the most optimal customer experience.

"Local marketers are making room for loyalty and transaction marketing alongside their traditional focus on advertising," report author and BIA/Kelsey analyst Peter Krasilovsky told  Mobile Marketing Watch. "Loyalty and rewards programs, deals, coupons, gift cards and gift certificates are playing major roles in this shift. Together, they'll increasingly gain parity with paid media advertising, such as display ads and contextual search ads."

Further, the source cited findings from the research indicating that 34 percent of the 300 companies surveyed currently have a loyalty program in place, while 21.3 percent plan to launch a rewards initiative in the near future. 

Transaction marketing and loyalty incentives are among the most effective methods of branding in today's consumer landscape. Merchants that offer mobile loyalty programs that are cohesive with marketing initiatives, and procure the necessary systems to accept credit card payments through a variety of platforms, will likely be the most successful in the coming years.

Integrated payment systems can provide merchants with the most affordable and streamlined approach to customer loyalty, as well as mobile marketing and transactions. 

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