STEVENGRAYshedslightonthelatest
crazeforonlineandmobilecoupons.
enabledandmobiletextdigital marketersfacewhen
couponsareheretostayand determiningwhichmarketing
USconsumers
willprovidepublisherswitha channelstoutilisein
promisingsourceofrevenuein reachingcustomers.
andadvertisers
theyearsahead. Mobileandonlinemarketing,
areshowing
forthefirsttime,createsa
Perfectmedia closedloopmarketingcampaign considerable
Evenmoredirectthan foradvertiserstohita
traditionalmailoronlinepieces, consumeratthreeofthemost
appreciation
mobileandonlinecoupons impactfulconversionpoints
presentadvertiserswiththe –inthemailbox,onthe
forthechanges
chancetodrawinconsumers computerandontheir
takingplace
whoareprogressivelymore mobilephones.
comfortableusingtheircell indirect
phonesandcomputers.
Similartootheroffers,
marketing.
mobileandonlinecouponing
aremeasurablemarketing
tacticswithadirectcallto
action,yettheconvenienceand
easeofusedistinguishthemas
perfectmediaforreaching
differentaudiences.
Decliningnewspaper
circulations,theadventofdigital
videorecordersandincreased
popularityofuninterrupted
satelliteradioareallexamples
ofhowcustomersareincontrol,
providingaheightenedsenseof
awarenesstomarketersonwhy
itissoimportanttoreach
customerswithrelevant,
respectfulandpersonalised
communications.
AProjectforExcellencein
Journalismstudyfoundratings
forlatelocalnewscastson
network-affiliatedstations
acrosstheUSwere6.7percent
lowerduringtheNovember
2007sweepsthantheprevious
year–afasterdeclinethan
newspapercirculation(down2.6
percentdaily,3.5percentona
Sunday)duringroughlythe
sameperiod. StevenGrayischiefoperating
Thisjustfurther officerofMoneyMailer.
demonstratestheconundrum (www.moneymailerdirect.com)
www.dmi-news.com May2009 33
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