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Digital Coupons
WHAT IS DIRECT MARKETING?,[object Object]
Get the right message, ,[object Object],to the right person, ,[object Object],at the right time!,[object Object]
What is Direct Marketing?,[object Object],A CONTROVERSIAL sales method by which advertisers approach potential customers directly with products or services,[object Object],Also involves compiling and maintaining a LARGE DATABASEof personal information about potential customers and clients,[object Object]
WHY DIRECT MARKETING? ,[object Object],Best way of breaking through clutter,[object Object],Impactful and relevant,[object Object],Costs less per sale then advertising and PR,[object Object],Measurable and Controllable by company ,[object Object]
Advertising,[object Object],Mass,[object Object],Competitive attention,[object Object],Breadth,[object Object],Remember,[object Object],Impression,[object Object],Pay for everyone,[object Object],Direct Marketing,[object Object],Targeted,[object Object],Selective attention,[object Object],Depth,[object Object],Respond,[object Object],Decision,[object Object],Pay for targets,[object Object],ADVERTISING VS. DIRECT MARKETING,[object Object],`,[object Object]
Types of Direct Marketing,[object Object],Telemarketing,[object Object],Email marketing,[object Object],Door-to-Door Marketing / Direct Selling,[object Object],Broadcast Faxing,[object Object],Voicemail Marketing,[object Object],Direct Response Television Marketing (DRTV),[object Object],Couponing,[object Object]
WHAT IS coupon,[object Object],Marketing?,[object Object],coupon,[object Object]
History,[object Object],Introduced by Coca-Cola Company in 1887.,[object Object],Coupons were mailed to potential customers and placed in magazines.,[object Object],By 1913 one in nine Americans had received a free Coca-Cola, for a total of 8,500,000 free drinks through coupons,[object Object]
popularity,[object Object],Traffic to coupon sites increased an incredible 38%from March 2007 to March 2008; whereas overall Internet traffic growth grew only 5% during the same period.,[object Object],Boom in discount coupons in 2009 due to recession and businesses issued 367 billion coupons last year and consumers redeemed 3.3 billion,[object Object],In 2009 57%of consumers said they were once self-conscious about using coupons but no longer care,[object Object]
Consumer perspective,[object Object],Considered as best way for money saving,[object Object],People enjoy the feeling of gaining a bargain and being treated as special ,[object Object],It's part of the thrill of the hunt of online shopping as much as any financial benefit,[object Object]
Companies offering coupons,[object Object],Manufacturers of food products bought about 5% more couponsin the fourth quarter of 2008 to promote their goods because more people were eating at home to save money,[object Object],Almost EVERYONE!,[object Object]
Companies offering coupons,[object Object],Ready-to-Eat Cereal,[object Object],Yogurt,[object Object],Sweet Snacks,[object Object],Refrigerated Dough,[object Object],Salty Snacks,[object Object],Quick Serve Restaurant (QSR)/Casual Dining,[object Object],Nutritional Snacks,[object Object],Entertainment,[object Object],Condiments,[object Object],Pizza,[object Object]
WHAT IS digital    coupon?,[object Object]
Digital coupons?,[object Object],Utilizing DIGITAL MEDIUMS to spread coupons in consumers,[object Object],Growth of digital coupons OUTPACES that of printed newspaper coupons 10 to 1,[object Object],[object Object]
45 MILLIONAmerican consumers are now using online coupons, up from 38 MILLIONin 2008,[object Object]
Business perspective ,[object Object]
Digital coupon hunting?,[object Object],Social Coupon Sites & Portals,[object Object],Search Engines ,[object Object],Site Searching (brand websites) ,[object Object]
DIGITAL COUPONS,[object Object],Extended life,[object Object],“My precious”,[object Object],Feels special,[object Object],Gift viral ,[object Object],Crafts,[object Object],Brand – in hold,[object Object],ONLINE BANNERS,[object Object],Media life,[object Object],Everyone's click ,[object Object],Feel mass,[object Object],Link viral,[object Object],Intangible link,[object Object],In sight,[object Object],Digital coupons vs. online banners,[object Object]
Types of digital coupons,[object Object],Discount coupons (Show & Save),[object Object],Enables shoppers to either print a local coupon offer or simply show the coupon on a mobile device at checkout at the retailer or service provider,[object Object],Save to Card,[object Object],Allows shoppers to save coupon offers directly to their store loyalty cards. The paperless, virtual coupons are automatically deducted at checkout,[object Object],Coupon codes ,[object Object],gives access to hundreds of thousands of online coupon codes that provide discounts or free shipping on online purchases,[object Object]
Profitability ,[object Object],Traditional Economic View,[object Object],Target coupons towards customers who are unwilling to pay the current price. ,[object Object],Incremental sales result from this new segment without impacting profits from existing customers. ,[object Object],Behavioral View,[object Object],The existence of coupons decreases likelihood of purchase by current customers by about 15%. ,[object Object],This offsets any gains from the new sales. ,[object Object]
Top 10 tips,[object Object],New Customers need higher % (15 vs. 10),[object Object],Increase average order size by 10% as min,[object Object],Any Products vs One Product,[object Object],Coding the Code - Complex vs. Simple,[object Object],Optimize site for coupon (SiteSearch, Off-search, Social),[object Object],Urgency vs. Expiration,[object Object],Lead generation - Get Coupon & Updates! Send to Friends,[object Object],Affiliate Coupon Codes,[object Object],Test Coupon Processes & Creatives,[object Object],Track - Core track (e.g. JOY), Per Channels (e.g. OUS /AND),[object Object]
Futurecoupon,[object Object]
Market Summary,[object Object],The pullback of ad spending and mobile phones becoming personal computers, are the most "disruptive" force in media today, according to a new survey of media and advertising professionals by consulting giant KPMG(Mediapost, Feb. 6, 2009),[object Object],63% of consumers, across all age groups, said that a coupon would be the most effective incentive to get them to respond to a mobile marketing message (ABI Research) ,[object Object],Mobile handsets are now the technological tool Americans would be most reluctant to give up, surpassing the Internet and T.V. (Pew Internet & American Life Project),[object Object],57% of consumers said they would want to receive a coupon on their phone (Deloitte),[object Object],23 percent – that’s 58 million – of all U.S. mobile subscribers say they have been exposed to advertising on their phones in the past 30 days. Half of all data users, or 28 million, who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad.(Nielsen Mobile),[object Object],The U.S. mobile ad market will grow from $33.2 million in 2008 to $1.4 billion in 2012(The Kelsey Group) ,[object Object],The typical mobile phone user carries his or her phone around for an average of 14 hours per day(Gartner: Market Trends),[object Object],243 million citizens, or 80 percent of the U.S. population of 303.6 million, have mo-bile phones. Of mobile phone users, 200 million, or 82 percent, operate phones with text messaging capabilities, and 174 million, or 72 percent, have phones capable of browsing the Web(CTIA-The Wireless Association),[object Object]
Market Summary cont.,[object Object],Global spending on mobile advertising totaled $2.7 billion in 2007 and is expected to reach $4.6 billion in 2008, and rise to $19.1 billion by 2012.(eMarketer) ,[object Object],3.3 billion people worldwide now have mobile phones(eMarketer),[object Object],87% of US market has a cell phone(Gartner),[object Object],33% of email addresses change on an annual basis while cell phone numbers stay with the same customer for years(ABI Research),[object Object],63% of consumers feel a coupon is the top incentive to receive mobile marketing text message(ABI Research),[object Object]
Operator to Consumer…(example),[object Object]
Types of Coupons,[object Object],Know your audience and deliver the least common denominator.,[object Object],Similar to browser and resolution considerations developers face.,[object Object],Alphanumeric (Text Message),[object Object],Text mealdeal to 498536,[object Object],[object Object]
 SimpleOne Dimensional Bar Code,[object Object],[object Object]
 Widely used
 Easy to create
 Served up via WAPTwo Dimensional Bar Code,[object Object],[object Object]
 Holds more info

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