Digital Couponing has caught up in the last few years with bulk-deal buying sites, and now with the newer technologies, Digital Couponing is more personalized and individually targeted based on the customer’s geographical location and is not the same as the offers run on a periodic basis.
Five Key Steps for Personalized Targeting with Digital Coupons
- Digital Couponing is a great way to connect with your consumers and increase in-store trial and purchase with a pre-defined context such as weekend shopping or a branded day of the week such as “Splendid Saturdays”. Providing more context to your campaign will improve interaction with the customers and create stronger bonds within the brand community. This could mean sharing of coupons and providing a benefit in return.
Define your Target Audience, and see the specific behavioral patterns for each of the segments and develop your discounts and offers based on the existing redemptions. If you ask your customers to take an action for your brand then the value provided should be greater than the value expected from an action taken by the customer.
Set clear objectives for your Coupon Marketing Campaign. Define reach and the penetration within the segment that you are trying to achieve. To enable trials and samples for new products, usage indicators within the existing segment can help you arrive at the coupon distribution requirement to achieve your objective.
Define Device Usability by your audience and customize messaging for the segment and choose coupon delivery mechanism to promote the coupon. In case you are looking a multiple device scenario the process of redemption for each device and user experience needs o be managed in detail.
Define your budget for the campaign and earmark any risks that could be associated with the program and how they can be best mitigated at the retailer point or online.
Benefits of Digital Coupons
- Higher Redemption Rates – Digital Coupons have a higher redemption rate which also means that the engagement is higher as the process starts at a pre-walk in to the store stage right through to the redemption stage, while giving a flexible shopping option.
- Shareability – As Digital Coupons can be easily shared the word can be spread around by consumers and your distribution has to be prepared for the same.
Matching Consumers‘ Demand – Digital Couponing helps in matching Consumers as they are easily published and visible on the web, are significantly lower in Costs, and can be tracked easily.
Digital Coupons offer a more Targeted and Personalized Outreach at Multiple touch points while still delivering Scale.
Coupons can be distributed on brand websites, on retailer sites, Coupon Aggregator sites, Social, Email and Digital Display.
Once you have mapped your Coupon Distribution and System Integration/Networks, with your Campaign Objectives in place you are ready to roll-out your Digital Coupon Strategy.
- Social Media & Digital Coupons Driving Industry Trends (technorati.com)