This is the new media for coupons.

The mobile channel, namely the mobile coupon, is on the verge of explosive growth.

The mobile coupon, the digital brother of the printed coupon, isn’t completely new.

Some form of mobile coupon has been around for most of the decade, at least since SMS became widely available. But at the end of 2008, as consumers wanted to save a buck or more, and marketers and retailers seek high-impact, low-cost ways of reaching consumers, mobile coupons  have finally found their place.

The convenience of redemption, immediacy of value and efficacy of driving revenue, mobile coupons are driving that trend. More businesses embrace the mobile medium as a legitimate marketing tool and mobile coupons are growing among retailers.

To prove this, a study by Juniper Research estimated that by 2011, retailers worldwide would be sending out nearly 3 billion coupons to mobile phones.

Just as the Internet transformed the print coupon in the 90’s, the explosion of marketing through the mobile medium has transformed the coupon.

Mobile couponing is gaining acceptance among retailers as they recognize that mobile coupon’s ability to promote sell-through, introduce new products or services and all at a significantly lower cost-per-impression than traditional print coupons.

Mobile coupons have also become easier for consumers to use. Importantly, consumers are more comfortable with their mobile phones than they once were: 40+ percent of all mobile users engage in SMS messaging, a significant increase since the beginning of the decade.

Apart from cost benefits and increased marketing opportunities for retailers, consumers recognize the social aspect and appreciate the fact that no forests were eliminated so they can save money on a sale item.

Acceptance will only continue as their benefits are revealed, both for value-conscious shoppers and revenue-driven businesses.

This is the new media for coupons.

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