With nearly 80 percent of the world’s population using a mobile phone, It is no wonder that retailers see mobile marketing as an significant opportunity for influencing consumers’ purchasing behavior. Mobile phones provide a channel for communicating directly to customers. With the right kind of customer data, these communications, whether they are advertisements or special promotions, can be highly targeted and customized in a way that maximizes the possibility of influencing a buying decision. It also means mobile marketing provides opportunities for new ways of communication that are less like advertising barrages and more like conversations.

Read First Data’s new white paper to learn about mobile vouchers—a new kind of mobile marketing solution that provides far greater control and analytical capability than traditional paper coupons or interactive online advertising.