Mobile marketing is hitting its stride this year. No longer do you have to even print out Groupons, Living Social or Bloomspot deals, just walk up to the counter and show them your voucher on your smart phone.
But what does all this couponing do to a consumer’s perception of a brand’s value? It’s very much a fine line and one that’s getting even finer as more mobile coupon solutions enter the marketplace. However, I do believe there is an art to it. If you look at the Groupon and Living Social model, it’s not the same clip and remit formula. Each day vendor specials are presented as a showcased item, completely detailed with a clear value proposition of what kind of deal you are receiving. I think this format is key to ensuring the products and services retain their value while offering the consumer an opportunity to participate in a special event. Genius in my opinion. This is how I believe vendors are going to maintain their brand values as they navigate the digital coupon world. Not easy, but possible.