March 2, 2009 — Excerpts from the latest issue of CPGMatters article discussing the time being right for online coupon distribution:
The vast consumer reach of Sunday newspapers has made them the first choice for coupon inserts for decades. Yet today's media troubles of bankruptcies, fewer readers, smaller circulations, disappearing dividends, shrunken staffs and closed publications make CPG feel the numbers game is changing. Some knowledgeable experts believe this could prompt marketers to look hard at other avenues to distribute their coupons.
"The pajama factor of consumers waking up Sunday morning to find coupons in their newspaper – CPG brands don't need that anymore. They can give people access to coupons online," said Dadi Akhavan, president, chief marketing officer and co-founder, E-centives, a technology provider that powers CPG brand sites and retailer and publisher programs online. “There’s more opportunity on the Web to target offers based on a brand's marketing objectives and a consumer's place in the marketing lifecycle."
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