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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. An October 2015 survey found that mobile coupons can help.
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.
Indeed, mobile coupons are valuable. 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.
Furthermore, eight in 10 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 nine in 10 adults will do so.
Like mobile coupons, in-store beacons—which retailers are beginning to use more of—are another effective method for attributing in-store purchases to mobile ads, Marchex and Digiday found. In fact, 22.7% of US marketers indicated so, even though beacons are still in relatively limited use at retail.
Beacons also help influence in-store sales. A February 2015 forecast by BI Intelligence estimated that this year, $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.
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