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Archive for the ‘B2B’ Category

What Will Happen to Digital Coupons in 2015

December 12th, 2014 10:23am


Overview of Digital Coupons
Traditional coupons (FSIs) represent a gigantic percentage of the coupon pie, 91.2% of distributed coupons, and 50.8% of total redemptions*.

Yet Digital Coupons’ revenue growth and out-sized share of redemption rates paint a bright, glowing future. Digital Coupons (print-at-home, mobile, social, and downloadable coupons to a loyalty card) represent less than one percent of total coupons distributed but command 10% of all coupon redemptions*.

Why are digital coupons impacting the industry?

The current digital coupon process is convenient and easy for the consumer, and they likely hold a fortified place in your brand or products’ digital marketing strategy. A consumer prints or emails your coupon to be redeemed by them at the nearest location, usually done through a popular destination site.

That’s it – straightforward and functional.

Change Adds Value To The Coupon Process
But how could you add more value along the digital coupon equation? What is limiting the value of digital coupons for brands and organizations? Two things:

  1. Customer Data
  2. Social Interaction

When a customer uses your coupon on another site, the interaction (the data) between your brand and that customer is missed and lost forever. Did they interact with your Facebook Fan page, did you glean individual or campaign level data? If not, the current strategy is a one hit wonder, satisfying, but not ideal.

Big Data and Social Media are mega, established trends influencing business insights and marketing strategy. Your digital coupons in 2015 could combine coupons, data, and social. Not unlike the following campaign:


This campaign is a mobile promotion that uses Facebook as the control and data collector. Facebook app permissions acquire data from consumers by asking yes or no, versus filling out a form, the former tactic being over 90% effective. Meaning, when a customer is claiming a coupon and is required to give personal information, the yes or no method is successful more than 90% of the time.

The following information is captured by the brand before the offer is claimed; public profile, friend list, email address, relationships, birthday, interests, current city and likes.

coupons + social + data = more value

Three Recent Value-Adds to Coupons and Social Promotions
Uniting digital coupons with social media and the hidden value of big data is a powerful ingredient. An ingredient that delivers three value-adds to your digital coupon strategy:

  1. Facebook API integration with ESPs
  2. A longer coupon lifecycle
  3. Game-changing consumer and campaign level data

Technology improves fraud prevention and similar issues even further. Since coupons are already digitized, the next step is placing them where millions of your customers are conversing or listening, including social channels like Facebook, or through media partnerships with socialized digital entertainment like Pandora Radio.

How does it give your coupon a longer lifecycle?

The data gathered from the claiming process extends the lifecycle two ways. First, the individual who claimed the coupon can now be remarketed to in the future with email. Secondly, the campaign-level data can be analyzed for business insights and deployed in strategic initiatives elsewhere.

The New Coupon Experience
The current digital coupon process is three stepped. (1) consumer finds, (2) consumer prints, (3) consumer redeems. The new coupon experience will follow this process:

  • Consumer finds on Facebook, Web, or Mobile
    • Consumer authorizes Facebook App Permissions detailing demographic and psychographic data
  • Consumer accepts/claims/prints
    • Businesses gather limitless campaign and customer data, unlocking more value through remarketing and the discovery of useful insights

Want to improve your coupons in 2015? Request a demo today.

* NCH’s 2013 Year-End Topline Coupon Facts

Forms vs. Facebook Apps: Which provides the best opt-in rates?

September 8th, 2014 11:00am

If you’re using the web then I guarantee you’ve been prompted with the opportunity to deposit your personal information by means of a form.  It’s a way for companies to learn a little bit about you, and to have a way to connect with you down the road.  In contrast to this approach, we provide our clients with rich data about their customers using our application for Facebook.

However, we’ve had a few inquiries from clients regarding the methodology we use to collect data through our Facebook application.  Some are under the impression that by asking their customers to accept our permissions, it’s causing them to abandon the process altogether. Fearful of the misconception that potential customers are in jeopardy, they might claim that form fields are a superior alternative.

Are they right? Could a Facebook app be scaring away all of their customers?

It came to my attention that we are not the only ones who have had clients voice concern on this issue. AgoraPulse experienced customer concerns similar to our own, so they pulled their app data to investigate.  Specifically, they were looking to compare forms to Facebook applications, and how conversion rates varied between the two.

The comparisons were made across three different campaigns: Sweepstakes, Instant Win, and Fan Vote. The Instant Win category in particular had a noteworthy turnout of over 24,000 visitors, and the results showed that the Facebook app conversion rate was 88.3%, while the form field had a completion rate of only 27.3%.  At CoupSmart, we average a 92% opt-in rate for high value coupon offers.

Furthermore, in the 2014 Formstack Form Conversion Report, they calculated the percent of successfully submitted forms for the top industries that use their service. On the list included “Small Business”, with an average form conversion rate of 13%, as well as “Marketing/Consulting”, averaging at only 7%.

Still concerned that using a Facebook app will drive away potential customers?

A conversion rate of 100% is unrealistic. That being said, there are many reasons why Facebook app authorization, although not perfect, is still the ideal option.

  1. It’s an easier and less time consuming alternative. Customers literally click a button and avoid the grief of having to fill out a questionnaire.
  2. The information you collect is more likely to be legitimate, as opposed to a form where someone can easily submit inaccurate/false information.
  3. You will collect a lot more information. Every question in a form pushes you further and further away from the likelihood that a customer will actually complete the form. But through the application on Facebook, you can list out what information users are giving you access to before they give their permission.
  4. They are already on social media, so there’s a much greater likelihood that they will share their experience with people in their network.

So what can be done to ensure that you get the best results?

Less is more.
At CoupSmart, we only ask for data that is absolutely needed.  By requesting less information, a customer is more likely to follow through.

Trust. Trust. Trust.
In The Truth About Facebook App Conversion Rates, the author identifies components that make up your trust factor.

  • Your brand’s intrinsic credibility
  • Your campaign’s credibility
  • Your transparency on how your participants’ data will be used

You’re not (or at least hopefully not) using their data in a malicious manner. As discussed in my previous blog, consumer data is mutually beneficial to both parties. So make sure that your intentions are transparent, and you will give the consumer the confidence they need to provide the data you are looking for.


Big Data: Behind the scenes and what it means [Infographic]

August 22nd, 2014 1:14pm

Big Data Infographic

Social Media Stats to Supplement Your Strategy

August 14th, 2014 10:50am

Social media is no longer a “young man’s game”.  Moms, businessmen, teachers, mailmen… they use it, and I’d  be willing to bet that you’re using some form of social media too.  And with a little information, it wouldn’t be difficult to pinpoint exactly which ones you use, and how much time you spend interacting with them.

Daniel Keys Moran once said, “You can have data without information, but you cannot have information without data”.  Furthermore, with the right data, you can have access to powerful information. So where can you find the right data?  Social media.

Collectively, there are many benefits to using social media.

  • It offers a channel for you to stay connected to your audience
  • It provides validation
  • It builds awareness
  • It effectively pulls in traffic and increases your exposure
  • It contains valuable insights about your audience

That being said, each platform is functionally unique and is used by different people to accomplish different objectives.  The key is to identify which platforms are most applicable to you.  Having a social media account is not enough. Be active, and make sure you are using each  one in it’s full potential.  Check out the figures below  and use the data to start optimizing your social activity.

Sources: The Social Media Hat, Expanded Ramblings, StratistaMarketing Pilgrim

Advantages & Implications of Social Coupons

July 15th, 2014 1:27pm

What kind of coupons do you use? Where do you get them? For years, a common method to claiming a coupon has been Free Standing Inserts, a deal that can be found in newspapers or magazines.  For many companies, this has been an adequate approach for offering deals and promotions to consumers.   As our world continues to evolve, however, so has this approach.  One tool that has become increasingly purposeful is social media.   It now has much more to offer than your friends’ spring break photos and ever-recurrent status updates.  In fact, utilizing social media to push promotions is quickly becoming the unparalleled methodology for incentivizing and engaging customers. 

A mutually beneficial social opportunity
When it comes to social media, every fan and follower you have should be viewed as a potential customer. Why? Because, according to Nielsen, “The top reason for following or liking a brand, company or celebrity in social networking sites is to receive discounts and special offers.”

Facebook, in particular, is a great platform to successfully accomplish this.  Studies show that 79% of Facebook users will “like” a company page just to receive deals and promotions according to MarketForce.  A very similar outcome was found in a survey by Compete, who revealed the top reasons why Twitter users follow a brand. The number one reason (at 94%) was to receive discounts and promos.

Social coupons FTW
The benefits to using social media platforms are multi-faceted, and can propose many advantages to the company and it’s customers. 

  • Motivate purchases and increase your sales revenue
  • Boosting your fan page and/or number of followers
  • Raising your brand awareness
  • Facilitating customer engagement and interaction

To get the most out of your social marketing campaigns, you can use CoupSmart’s services to deliver content that goes beyond engagement. We not only help you distribute social coupons effectively, but most importantly, we help you learn more about your customers by capturing psychographic and demographic data.  By doing so, you can easily turn your fans into customers, and then use the collected data to retarget a particular sample of customers, or even engage them individually.