The Marketing Corner: Enhancing ROI via Mobile

By Adele Lassere
Adele Lassere
Adele Lassere
December 13, 2015 Updated: December 13, 2015

Mobile advertising has permitted advertisers to keep pace with customers.

It has become an ideal conduit to link advertising with brick and mortar locations. Mobile has breathed new life into couponing and has expanded its use outside of the print realm.

Coupons have always been invaluable. Plus, it has encouraged not only the customer to take advantage of discounts but in many instances this same customer has spent more because of the perceived value. It is anticipated that the use of mobile coupons will increase over the next couple of years for online and offline purchases.

Marketers can see the impact of mobile coupons via in-store purchases.

Mobile coupons can also directly tie back to profitability. These days whether in large boardrooms or a small business owner’s conference room, marketers are constantly contemplating how much of a return on investment (ROI) their advertising dollars are producing. The beauty of this is that marketers can see the impact of mobile coupons via in-store purchases.

This provides a clear measurement of success! Other measurement opportunities using mobile are as follows:

  • Text (SMS) message offers
  • In app promotional offers
  • Mobile phone as in-store point of purchase
  • Geo-fencing tactics to push offers when customer is near competitor or your own business outlet

Mobile lets you be everywhere your target audience is at a given moment in time. Also consider setting up specific touchpoints to review performance of deployed activity and ensure that you continue to evolve your plans frequently.

By using proprietary data to determine what messages are relevant to your customer base, this is another means to have a leg-up on the competition.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: