COUPSMART BLOG

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Archive for the ‘Marketing’ Category

[White Paper] Driving Traffic To Digital Campaigns

July 7th, 2015 1:43pm

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The most valuable asset in the digital world is traffic. With sufficient traffic, marketing goals and sales numbers are far easier to reach. Even a poorly performing campaign with healthy traffic, but low conversion rates, can be dramatically improved by changing design and content, along with A/B testing, to increase the conversion rate.

Poorly performing campaigns with stable traffic can be turned around quickly! That’s why it is a common business and marketing goal to drive more website traffic, for a whole host of reasons. From lead generation, to promotional campaigns, to contests, to app downloads, to purchases, and to newsletter sign-ups, the list is endless.

That’s why we wrote a white paper to help brands, retailers, and QSRs learn how to drive traffic to their own digital promotions, without relying on third party destination sites.

In our white paper, How to Drive Traffic to Digital Promotions for Optimal Results, we detail the best strategies and methods to drive traffic to your digital campaigns’ landing pages, removing the need to rely on third party destination sites, and improving the return on your marketing dollars.

Download it today.

Regional Flexibility + CoupSmart’s Technology For Digital Campaigns

June 30th, 2015 9:55am

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Introducing Our Regional Flexibility Feature

We’re happy to announce the launch of our newest feature, Regional Flexibility. This introduces geo-targeting functionality to our platform, enabling clients to simultaneously deliver different promotions to many consumers based on where they live, or where they don’t live.

This new feature is available across all of our platform’s channels, including client websites, Facebook Fan Pages, and mobile properties.

Use DMAs or Zip Codes

This feature offers CoupSmart clients the ability to base campaigns on either Nielsen’s DMAs or Zip Codes, effectively providing gated content.

For DMA campaigns, multi-channel social opt-in technology automatically determines where a consumer is located. Our clients can run a campaign that is available within a single DMA, or they can choose to run multiple campaigns across many DMAs, with some campaigns only available in certain areas. For example, a consumer living in the New York DMA may be offered a deal on mustard, while a consumer living in the Los Angeles DMA may be provided a deal on ketchup.

Example landing page for DMA campaigns:

happy time soda DMA

Zip code based campaigns work similarly, though the consumer must enter their specific zip code to receive a customized deal.

Example landing page for Zip Code campaigns:

happy time soda zip code

All artwork, content, and campaign settings are completely customizable. Multiple zip codes or DMAs can be specified for each campaign, and a general offer can be included to give consumers who don’t live in the targeted areas some reward for interacting with your campaign.

Reporting and Analytics

All of this data is displayed in our back-end analytics platform, where you can access your campaign and consumer data in real time. We also have several tools that extract actionable insights from each of these campaigns, helping clients improve the effectiveness of promotions targeted towards each geographic region.

Request a 15 Minute Demo Tour (and See the New Dashboard!)

Are you ready to learn more about CoupSmart’s regional flexibility technology? Request a demo and be connected with a personal account manager for a brief demo and tour of our platform and learn how you can run better promotional campaigns.

The Best Two Types Of Apps For Email Service Providers

June 23rd, 2015 2:23pm

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Email marketing is a trusted channel by consumers and a proven channel for marketing teams. Email Service Providers offer 1:1 marketing communications, database management, CRM systems, relevant messaging, A/B testing, and tracking and optimization.

Email Marketing Software is reliable, proven, and remains a powerful utility in marketers’ tools belts – in part, because  91% of consumers check their emails at least once daily, and 71% of consumers aged 45-54 have made a purchase as a result of receiving an email.  In 2014, revenue from email increased proportionately by 28% in one year, and email marketing was ranked as the best channel in terms of return on investment.

When a brand or business choose an email service provider, they implement, use, and then learn how to optimize the platform. They constantly look for ways to improve upon their existing investment in the platform. They improve the existing infrastructure by extending that platform’s technology, by introducing more functionality.

Extending an Email Service Provider’s technology is the role of the third party app. ESPs’ partners are third-party apps that provide additional value for ESPs’ clients, by hooking into back-end technology and typically providing an additional front-end dashboard or User Interface.

Leading email service providers such as IBM SilverPop, Exact Target (now SalesForce Marketing Cloud), and WhatCounts have portals dedicated to Partners.

Each platform has apps that follow certain themes of functionality. Two themes that provide ample functionality and benefits are data acquisition apps, and technology that helps brands and organizations put big data to use.

Data Acquisition

Finding a software application that collects data, and integrates that data into your email service provider account is a useful tool, but more importantly, will that data be relevant and psychographic? Does it explain, or acquire, certain behavioral patterns of your customers?

It is easy to acquire big data – but that data must also be actionable. Third party technology that collects valuable and insightful data that plugs back into your Email Service Provider’s platform is invaluable, and a critical element towards improving your email marketing’s ROI.

How To Put That Big Data To Use

After collecting the data, two things must happen to effectively put it to use. The first is that the data should be integrated back into your ESP and CRM databases, through third party technology. Secondly, that data must be useful and of high-enough quality that your marketing team can glean patterns from it and apply those insights into marketing campaigns across the organization.

Understanding your customers’ patterns and behaviors enables real-time learning and improvisation. Such insights allow team leaders to adjust marketing campaigns on-the fly, improving their performance. Other benefits include re-applying insights from segmented customers into paid advertising channels.

CoupSmart can acquire customer data that provides great insights. Learn more by sending us a message.

Using Big Data For A Higher Return On Your Marketing Dollars

June 15th, 2015 2:23pm

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Houston, we have a problem with Big Data.

Did you know?

In our data-driven world, only 11% of the time marketers make customer-centric decisions that depend on information from data. Eighty-two percent of CMOs surveyed said they felt underprepared to deal with the data explosion, and nearly 60% of chief marketers in a poll admitted that they’ve fallen short in their usage of advanced analytics to capture customer insights across all touchpoints.

91% of marketers agree that successful brands use customer data to drive strategic marketing and sales decisions, but 39% of marketers say their own company’s data is collected too infrequently or not real-time enough.

The Hurdle

The largest hurdle marketers face from implementing big data in marketing campaigns is the ability to capture, organize, and then practically use that data to drive a return on investment. With the popularity and trendiness of big data, the percentage of marketers that struggle with incorporating big data into decision-making processes is shockingly large.

With that in mind, here are three ways to use consumer data to deliver a higher return on your marketing dollars or create efficiency gains in operations.

Collecting Data And Syncing It To Other Databases For Efficiency Gains

Every major software platform has third-party apps layered on top. This serves the purpose of making those software platforms more dynamic and integrated with other platforms via third parties.

Marketers can transfer and move their most important insights and customer data from platform to platform by collecting data, then sharing it with Email Service Providers and CRM databases. Sharing of data creates transparency, a deposit of knowledge, and actionable insights for creative teams in marketing departments.

Creating Better Digital Advertising Campaigns

By collecting data and syncing it to other marketing databases across the organization or departments, identifying high-performing consumer segments is attainable, and creates the ability to make paid advertising more effective by using remarketing or targeting demographic segments or patterns based on consumers’ Facebook likes or other psychographic information.

Responding To Live (or close to real-time) Marketing Campaigns And Making Impactful Changes Quickly

Large and expensive marketing campaigns are integrated across most mediums – digital, radio, and traditional channels; and can last for days, weeks, or months. Measuring the degree of success of a particular campaign at the onset of that campaign becomes truly beneficial when a marketer can understand why the campaign is lacking in impact, or awareness, and then can make strategic campaign changes based on the data.

Tip: Relationships and social conversation are more important than the size of the audience being reached. 76% of brands say real-time social increases audience engagement, and over half believe that it also helps customer satisfaction and positive brand sentiment.

Those are a few of the many ways to increase the return on your marketing dollars. To learn how CoupSmart’s data technology can help you better understand your customers, click here to request a demo.

3 Reasons Marketing Departments Want MORE Data

June 8th, 2015 2:02pm

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Marketing departments are more than just creatives.

Catchy phrases, creative campaigns, and clever one-liners are no longer the main prerogatives of marketing departments. Data-nerds or marketing ‘quants’ are joining the ranks of marketing teams, and some even go as far as comparing ‘data marketers’ to the algorithmic traders on Wall Street.

As big data has grown, it has infected marketing strategy. Data analysis and data acquisition are key components of most marketing strategies. This isn’t surprising, as data offers potential for more targeted campaigns, and unique insights that can propel sales and a more robust understanding of customers.

The importance of big data and data analysis is highlighted by the recent growth of ‘data scientists’.

Consider the following information regarding the American economy: the talent pool of data scientists only meets 20% of the demand; demand for Computer Systems Analysts with big data expertise increased 89.9% in 2014; growth for data analysts working in market research is projected to grow 41% between 2010 and 2020 because of an increasing reliance on data explaining consumer behavior; and, The McKinsey Global Institute has predicted that by 2018 the United States could face a shortage of up to 190,000 people with deep analytical skills. (source 1,2,3,4)

With such growth in data analysis, what are the specific reasons why marketing executives and departments want more data?

1. For Predictive Analytics

Predictive Analytics is using past and present data to predict metrics and patterns in the near future. This is an obvious advantage. Business applications include customer retention, fraud detection, and direct marketing. The IRS uses predictive analytics to data-mine tax returns and detect tax fraud.

This chart reviews 7 business applications of predictive analytics.

predicted analytics chart

(chart source)

2. For Psychographic Data

Psychographic data is demographic data’s first cousin. Just like demographic data, psychographic data is tied to an individual/profile but it is not as concrete or factual as demographic data. Instead, it represents behaviors, likes, and interests. It tells us ‘why they buy and what they think’ versus who they are. Therefore, psychographic data is highly relevant in contextual marketing and remarketing tactics.

3. For Email Remarketing And Email Targeting

Psychographic data provides context and data for remarketing campaigns. Common remarketing channels include Email, Google, and Facebook. In the email channel, content remarketing campaigns are prevalent, as well as the eCommerce industry’s abandoned shopping cart tactic.

Email retargeting shows ads to customers across digital ad networks, based on the emails they have opened or clicked-through. Email may be the third best new customer acquisition channel in digital, and BustedTees used email retargeting to achieve a ROI of 390%.

CPGs, retailers, and restaurant chains will continue to seek a market advantage, and the implementation of big data through marketing applications can create competitive advantages. Marketing executives and team leaders should not overlook their digital infrastructures and vendor partnerships.

Read the platform page to learn more about CoupSmart’s digital promotions and data acquisition technology.