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The rise of mobile wallet marketing opportunity

In recent years, we have seen the rise of mobile payments and how they been changing the way customers and businesses interact. From PayPal, Google Wallet, Square, Isis and passing on to Visa and MasterCard, everyone has been focusing on driving mobile payments, improving and transforming the way people shop and pay.

Only more recently, have the mobile wallet non-payment features started to emerge. Primarily with the launch of Apple Passbook, and later with the new updated version of Google Wallet, mobile wallets have been redesigned to meet the needs of brands in delivering compelling content to consumers on their smartphones via the use of dynamic passes (such as digital coupons, loyalty cards, boarding passes, event tickets and others offers), push notifications and real time location based messages. Taking advantage of these features has become fundamental in the industry in allowing brands and retailers to communicate more effectively, while giving consumers an easier way to organize their items in one place.

This is a huge, and very real opportunity for brands and retailers to communicate and further build relationships with their customers. These new functionalities allows to easily send personalized offers, distribute passes which drive store traffic and increase both conversion rates and consumer loyalty and enabling a very cost-effective location-based marketing campaign.

At the end, brands and retailers can start exploring the emergence of mobile and social platforms as an opportunity to increase share of mind and share of wallet to create an interconnected and seamless experience between mobile and the shop floor.

Consumers have already made it clear they want a mobile wallet solution that gives them a seamless experience while helping to better organize all their shopping-related information, thus creating a better, more convenient overall shopping experience.

No longer do consumers need to carry all their paper coupons or plastic cards when shopping, traveling or going to an event. Instead, they can place their coupons, offers and cards in the mobile wallet and let the technology work for them. They can also be reminded of offers when close to a retail store or when a certain offer is about to end with a push notification that will appear on the screen of their smartphone.

Mobile is the ultimate and effective form of custom media because it is personalized and contextualized to the consumer. This is why it is important for marketers to create personalized and contextualized, relevant content based on their client profile. And if used properly, Google Wallet, Apple Passbook or other mobile wallets are effective solutions for brands to leverage customer acquisition, engage with consumers and drive traffic to their store. Nevertheless, these mobile wallets are not brand or retailers friendly in a way that is easy for the marketers to create offers or vouchers, design campaign and distribute them their target consumers.

Passworks is a new best in class solution for brands and retailers, that enables effective customer acquisition and strong engagement that drives store traffic. It’s an integrated solution for mobile marketing campaigns management using Software-as-a-Service (SaaS) or an Application Program Interface (API) to create engagement mobile wallet campaigns.

With Passworks’ marketers can design their dynamic passes (digital coupons, membership cards, loyalty cards, event tickets, travel tickets), create the respective marketing campaign, choose a profile target, define location-based notifications, and distribute them directly to customers´ phones of all major mobile platforms via Apple Passbook, Google Wallet, Windows Phone Wallet and other their parties Apps through integration with social networks among other channels.

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