Thought Leadership
The digital, mobile and social media eras have revolutionized coupons and made them a much more effective marketing tool. Innovative marketers are experimenting with coupon applications, group buying and viral promotions to create meaningful engagement with consumers. edō's presentation Navigating the Mobile Coupon Landscape outlines the micro and macro forces behind the current coupon craze, provides examples of how brands are leveraging promotions to drive sales and loyalty, and presents edō’s proprietary "Six Rs of Coupons", a coupon process framework that marketers can use to evaluate new coupon solutions. Navigating the Mobile Coupon Landscape Many marketers are reconsidering their discounting and promotional strategies that have lead to “Death by 1000 Discounts”. One popular alternative is the personalized digital coupon. Unlike across the board discounts or coupon codes that go viral, personalized digital incentives are associated with specific payment cards, are non-transferable and can be used only once. Consumers are clamoring for these types of incentives since they are relevant, timely and easy to redeem. Marketers have seen successful results, and this article, originally published in MediaPost, provides three easy steps to make the most of these campaigns. In early 2009 edō Interactive conducted in-depth analysis of historical trends and new delivery methods for coupons. This report presents a framework of coupon evolution from first generation paper coupons to innovative fourth generation coupons that are tied to open-loop payment cards. Many brands turned to coupons and incentives during the recession, and edō shares results from successful campaigns and a seven-point checklist for evaluating coupon solutions. Leveraging Coupons and Incentives in a Recession The Marketing Leadership Council, a membership of senior marketing executives managed by the Corporate Executive Board, interviewed edō’s Chief Marketing Officer about innovations in digital incentives. The interview covers drivers of coupon usage, demographic profiles of coupon redeemers and technology innovations for this promotional tactic. |
