Archive for the ‘Facebook coupons’ Category
Everyone knows about digital coupons’ load to card and print-at-home options. Everyone knows about social media. But not everyone knows about social coupons that tap into new opportunities offered by major social platforms such as Facebook and Twitter. Social Coupons use social platforms for log-in authentication and data collection while distributing those coupons across multiple channels (social, web, and mobile).
These platforms provide several new advantages for the brand and digital marketer that are affecting the landscape of the digital coupon industry. Here’s how:
1. Coupon Destination Sites Are Becoming Less Important
Destination sites, such as Coupons.com, Inc., focus on driving consumers to their own digital properties. When brands place coupons and offers in such environments they can reach consumers at scale but inevitably end up repeating campaign after campaign because they’re effectively “renting” access to consumers. In an ideal world, brands place coupons and promotions on their own properties, gaining more traffic and capturing personal data from their customers in the process.
The new technology behind social coupons, however, makes it much more practical for brands to offer coupons exclusively through their own websites and social media pages while still generating the volume they need to run a successful campaign. Brands still receive the same basic business benefits of promotional campaigns (sales and trial) but they build up their own traffic and customer lists at the same time. These platforms also make it much easier to collect personal consumer data and further increase the value a brand receives from running promotional campaigns.
2. Consumers’ Demographic and Psychographic Data Are More Accessible
In addition to traditional demographic data (age, gender, and location), psychographic data (likes and interests) is facilitating content marketing and remarketing campaigns that give an ROI boost to brands’ previous digital investments in email and CRM systems.
Campaign-level data such as views and prints remain valuable, but individuals’ social profile data is rising in importance and relevance. For instance, popular vendors such as Coupons.com, Inc., and coupon aggregators RetailMeNot, Inc., and Savings.com, Inc., give back high-level campaign data like views and prints to their customers, but more meaningful individual-level data is limited. Conversely, social coupon vendors, such as CoupSmart, typically access individual social profiles, capturing key demographic and psychographic data for brands, unlocking more value from the same digital promotions.
3. Social Media and Content Marketing Are More Powerful with Remarketing Campaigns
Social Media and Content Marketing continue to serve as a foundation of marketing strategies. The Content Marketing Institute states: (1) 77% of B2C marketers have a content strategy, (2) B2C marketers use an average of seven content marketing social media platforms to distribute content, and (3) B2C marketers are working on an average of 13 initiatives – better converting of website visitors is a top priority.
The data captured from social couponing campaigns is reusable through remarketing campaigns. The additional marketing insights gained from this data pave the way for more effective customized content campaigns across social media and email.
4. Social Coupons Increase Conversion Rates
Social coupons use social login for validation and security, removing the need to force consumers to download software or fill out registration forms. Whether the coupon is embedded on a brand’s website, a mobile property, or a social media platform, such as Facebook, the application integrates and offers a similar experience across all these channels. Studies demonstrate that conversion rates for Facebook applications are far superior (around 80%) to traditional registration forms’ conversion rates (around 11%). Read the details in a previous blog post.
Measuring the ROI of social media and content marketing is a significant challenge for brands – running promotional campaigns on social technology alleviates these challenges. Social coupons make sense because they have instantaneous reach and real-time engagement, focus on better data, and maintain all of the best benefits of traditional couponing.
Where can you learn more about social coupon technology?
Learn more about using us as your technology vendor for social promotions and coupons in 2015-2016. Message us today at firstname.lastname@example.org.
Author: Alex Brookbank, Channel Marketing Manager, email@example.com.
Mobile advertising and traffic has exploded, and a recipient of that trend is Facebook.
Facebook is Dominant
Facebook, the powerhouse that keeps on rolling; Facebook leads all other social platforms in market penetration and advertising revenue. In Q4 2014, Facebook’s Average Revenue Per User reached $9.00 up from $6.03 a year earlier. It also maintained a 71% market share and usage percentage of 58% among US adults.
Facebook’s large gains and continued market share dominance are a result of its successful performance in mobile over the last few years. Facebook’s revenue model and users are heavily dependent on its mobile application.
Mobile Users and Ad Revenue is Facebook’s Bread and Butter
In Q4 2014, Facebook’s revenues grew by 53%, and its mobile advertising’s share of revenue climbed to 69%, up from 53% a year earlier. Many Facebook users sign into Facebook twice daily, and the majority of them visit the Facebook app on their mobile device.
With such an active and engaged mobile-app user base, mobile advertisements and posts on Facebook have high visibility. Offering mobile coupons and offers through promotional campaigns is one clever method to take advantage of this pattern.
Reaching Mobile Users on Facebook Through Digital Promotions
Placing a mobile coupon, promotion, or offer on Facebook can reach this gigantic user base through brands’ fans. This type of coupon has all the benefits of traditional couponing tactics, while additionally capturing quality consumer data for retargeting purposes. One of the ways that you can do this is illustrated below…
The Advantages of Mobile Offers on Facebook
There are three benefits for brands that use mobile coupons on Facebook’s platform.
- Support business objectives through digital promotions (sales, market share)
- Social reach (brand awareness)
- Data acquisition (the CoupSmart platform) for email retargeting and deeper insights from demographic and psychographic data