COUPSMART BLOG

Your resource for digital and social couponing news

Posts Tagged ‘marketing’

What Does the Increase in Ad-Blocking Mean to the Coupon Industry?

August 26th, 2015 4:30pm

Recent reports, such as this one by Business Insider, have made one thing clear: Consumers are rapidly adopting ad-blocking software. In fact, as of June 2015 almost 200 million consumers are using ad-blocking software, that’s almost a 100% year over year increase. At CoupSmart, we believe this trend will have several key impacts on how promotions are run, including:

Higher Focus on Quality Creative and Content

Word of mouth, whether through social, digital or email, will become more important as display advertising loses effectiveness. If a promotion is truly interesting and sharable, it has the potential to reach more consumers in a more effective way than display ads.

With the algorithms that various social networks use to display content, this also means it’ll be much harder for offers to live in a vacuum. Consistent, high-quality content campaigns will be needed to fill the void between promotions, ensuring:

  • Consumers engage with your brand
  • Organic traffic is substantially effect your sales

Increasing Importance of Building Customer Databases

This technological shift has made it even more important to build, maintain and continue growing your brand’s own customer database, especially a list of high quality email addresses for direct communication. With industry average open rates typically between 15-20%, email currently is one of the most effective ways to get in front of your customers and potential customers, and this will continue as it becomes harder for display advertising to reach your target audience at the right time.

In addition to emails, it’s also important to collect demographic and psychographic information on your customers. Not only can this be used to target email marketing campaigns better, it’s also a ready source of data on what sort of content you should create to have the best chance for your promotions to resonate with your customers.

Continuing Focus on Mobile

While Apple may be trying to change how mobile works, due to various technical limitations, it’s still much harder for consumers to effectively block ads on their mobile devices. This increases the importance of a channel that was already taking a larger and larger share of the display advertising market.

A few simple ways to ensure that promotions are always compatible with mobile options is to design responsive ads that works on a mobile device or desktop on your web-based campaigns, and make use of shortened URL that can direct traffic easily (especially if Facebook apps are involved).

While the end result of this increase in ad-blocker usage is uncertain, we think this represents a fantastic opportunity for marketers. It’s a chance to really show the following:

  • The value marketers provide to organizations by going beyond simple automated ad testing
  • An understanding of what potential customers are looking for from brands
  • The opportunity to create content that truly resonates with customers

Want to learn more about capturing granular personal data on your customers that can be used to build up your brand’s database and create great content campaigns? Request a demo with one of our team members now.

Why Email Should Be a Part of Every Promotional Campaign

August 18th, 2015 3:35pm

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Here at CoupSmart, we love email even though we aren’t an Email Service Provider (ESP), we don’t act as an email marketing agency or anything like that. We just think it’s the perfect complement to every promotional campaign our clients run and here are the top three reasons why:

1. Cost Effective Traffic Driver

Simply put, it’s the cheapest way to drive traffic to your promotion. Most email solutions either charge a flat fee based upon the number of your subscribers or a cost per email, but at most you should be paying a few cents per email. It’s a bargain compared to your average CPC campaign, and doesn’t require much time to set up either.

2. The Right Audience

Not only is email cheaper than virtually any paid advertising option, if you’ve built your email list up correctly, you’re guaranteed to be getting your promotion in front of the people most likely to participate in it. If your promotion involves sharing or any additional requirements, those are also the people who are most likely to go through those additional steps, further ensuring the success of your promotion.

3. Unparalleled Targeting

With the right ESP, you can also serve up the right customized content and promotions to the right consumer at the right time. One of our favorite scenarios is rather simple – redemption reminders. With the right combination of tools, you can track which consumers have claimed one of your promotions and which have actually redeemed. A set period of time before the promotion expires, simply send an email reminder to each consumer who hasn’t yet redeemed their promotion.

That said, it is important to have a large enough email list to drive a meaningful amount of traffic to your promotion. There are various ways to expand your email database that your ESP can provide, and all of our apps also provide opted-in emails that can be immediately added to your list. Want to learn more? Request a demo with one of our team members now.

Make Your Charity-Based Campaigns Even Better

August 12th, 2015 11:24am

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We’re happy to announce our newest feature, the CoupSmart Donation Gate. This feature enables our clients to run promotions that incentivize consumers to donate to a charity they’ve partnered with in return for a deal. All donations are processed by CoupSmart and forwarded directly to the charity, making it simple to do a ‘good deed’ while driving more sales for your businesses and collecting consumer data.

The Donation Gate can be run across a variety of channels including websites, Facebook and mobile, and is perfect to help your holiday marketing campaigns gain even more traction. For instance, one of our clients is partnering with Toys for Tots and offering a bundle of coupons to consumers who donate at least $1. The campaign will be featured across websites, Facebook fan pages and mobile for consumers inside retail stores.

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As with all of our products, campaigns using this feature capture the personal data of every consumer, including their name, email, and other demographic and psychographic information. This is all opt-in data, and can be immediately added to your customer list.

Interested to learn more about how the Donation Gate can help your holiday campaigns and others succeed? Request a demo here and one of our team members will quickly get back to you.

Psychology: Unconscious Marketing

July 22nd, 2014 10:38am

You can’t sustain a business without knowing your customers. What do they want? How do they want it? And most importantly, why do they want it?  Through psychology, you can gain valuable consumer insights to supplement your business strategies and make knowledgeable marketing decisions. If you intend to pick apart your customers’ brain and facilitate a more profound connection, you’ll need to integrate a few psychological principles into your marketing approach.

Less really is more

When it comes to making decisions, having too many options to choose from can actually inhibit your audience’s ability to make decisions. This condition, referred to as “analysis paralysis”, is important to keep in mind, especially when consumers are involved. If, for example, you have an online store with a large inventory, make sure you categorize and group (aka “chunk”) items in a way that won’t overload your customers’ cognitive processing.

Framing and loss aversion

As humans, we’d like to believe that we always make the right decisions and think logically. However, you’d be surprised how blind we can become when facing a particular situation. Instinctually, we are terrified of loss. In fact, research suggests that a perceived loss is, psychologically, twice as powerful as a perceived gain (even though they may be of equal value).  Therefore, when making a proposition to your customers, don’t go on and on about all they great things they’ll get. Instead, you’ll have greater success if you make them feel like they’d be missing out if they don’t partake in your offer.  (The scarcity effect is a similar phenomenon, where an individual perceives something to be particularly valuable only because of its diminishing supply or rarity.)

The power of mystery

Something’s gone wrong. Things aren’t adding up correctly and confusion starts setting in. This predicament is what’s known as cognitive disequilibrium. It’s that piercing moment when two points that are supposed to tie together are, for whatever reason, are unable to make the connection.  The disequilibrium is unsettling, and provokes the need to start filling in the gaps. Your goal should be to capitalize on the unmet need: intellectual satisfaction.  This is a great strategy to keep your audience curious and engaged with your brand.

Remember that psychology is more than a science. It is the lifeblood of your consumer, and the key to having a well-executed and effective marketing strategy.

 

The Importance of A/B Testing with Social Coupons

July 9th, 2014 7:00am

Coupons are an inexpensive advertising option for packaged goods, retailers, and other businesses that are highly desirable by consumers. While the product or service can vary greatly, so does its consumer. It’s easy to simply place a free-standing insert into the Sunday paper, but do we really know if the offer is reaching the appropriate audience? With digital and social coupons, we have the advantage of finding ways to grab the attention of our targeted consumers. And while this may take extra effort, the payoff is significant. In 2013 alone, we saw consumers used over 2 billion digital and print-at-home coupons (Inmar 2014 Coupon Trends Report).

Companies that combined coupons with data capture opportunities gained better insight into the purchase behaviors of their customers. Once companies have captured data, they can make more informed marketing decisions. The one constant we see in digital and social coupon use however, is that based on the promotion or offer, no two audiences are the same. Even within our own client base, we’ve seen similar offers by similar businesses that produce drastically different results, and this is why A/B testing has become a necessity to ensure success in marketing online.

Some key factors to A/B test in your coupons and other promotions are:

Offer Value
Should you offer a percentage off or a flat amount? What’s the minimum value you can provide that will enable you to hit your print and redemption goals?

Expiration Date
What’s the ideal amount of time to give consumers to redeem a deal that will ensure they don’t forget it?

Promotional Strategy
What are the best channels to let consumers know about your offer, and where should you run ads driving traffic to the offer?

Creative
Is the design and copy appropriate? Are you drawing the attention of your audience and driving them to claim your offer?

At CoupSmart, we run A/B testing to discover solutions to questions like the ones above. So, if you’re having trouble determining whether your coupon should be “20% off” for six months, or “50% off” for two weeks, give us a call and we’ll be glad to help you out.