Coupons with a punch!
For years, advertisers plowed tons of coupons into the daily and Sunday newspapers in hopes of consumers reading the paper, clipping the coupons and ultimately redeeming them in-store at some point before the coupon expiration date. Over time, measuring this initiative became more intense thru barcodes and scanners.
With newspaper readership down, the web itself is now both the media and coupon delivery method. Ultimately, consumers visit sites, click on banners, receive emails and get the coupons - but with a ton of other data behind it. When a consumer redeems the coupon, information from what banner he/she clicked on to what sites he/she was visiting can be gleaned from the transaction.
The above behavioral information makes it easier for marketers to ultimately determine what ads and offers are working so that they can further capitalize on their iniatives and do more of what works. While behavioral advertising and information is a hot topic right now for those seeking privacy, the efficiency of the marketing can't be disputed.
http://www.nytimes.com/2010/04/17/business/media/17coupon.html?ref=todayspaper
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With newspaper readership down, the web itself is now both the media and coupon delivery method. Ultimately, consumers visit sites, click on banners, receive emails and get the coupons - but with a ton of other data behind it. When a consumer redeems the coupon, information from what banner he/she clicked on to what sites he/she was visiting can be gleaned from the transaction.
The above behavioral information makes it easier for marketers to ultimately determine what ads and offers are working so that they can further capitalize on their iniatives and do more of what works. While behavioral advertising and information is a hot topic right now for those seeking privacy, the efficiency of the marketing can't be disputed.
http://www.nytimes.com/2010/04/17/business/media/17coupon.html?ref=todayspaper
Back