Square, a mobile payments start-up, is adding a gift cards feature to its current service offerings. The new service will allow users to send a gift card; the recipient will be notified by email. Users will also be able to add the gift card amount to Apple's Passbook (digital wallet).
Check out the article: http://www.mediapost.com/publications/article/188828/square-adds-gift-cards-taps-passbook-app.html#axzz2Eca7KCIJ
I think this is a great example of integrating business strategy with a digital marketing strategy. This is an innovative way for Square to expand its product offerings as well as potentially expand its user base, particularly in a fast-growing consumer user segment (mobile). With the gift card functionality, users could send money to non-subscribers, which will influence new users to sign up. Additionally, the Passbook integration will be useful for iPhone users who may influence other iPhone users to use both Passbook and Square if they were not previously.
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