Marketing Forecast from Ad-ology

Traditionally, consumer packaged goods manufacturers have used coupons to get shoppers to try new products or services. During the recession, coupon distributions rose significantly but analysts reported that these numbers dropped in 2011. And, in 2012, marketers may be making some changes to their coupon strategies.

One sure way to get consumers to try a new product or service is to present them with a coupon. The bigger challenge is how to get that coupon into the hands of consumers. And it can be even more challenging when the coupons are being released digitally.

Consumers are already shopping for holiday gifts. But budgets remain tight so finding deals online and in the stores will be important for most shoppers. And the latest research shows that online coupons play a key role in the bargain hunting strategy.

Thanks to the recession and television shows like “Extreme Couponing,” more consumers are searching out online and mobile coupons as well as taking advantage of daily deal offers. Regardless of format, coupons show no sign of falling out of favor with shoppers. However, retailers should be aware of the differences between delivery channels and formats.

Much has been made of the daily deal phenomenon as consumers search for ways to save money on everything from massages to laser hair removal. And while digital coupons are growing quickly, most U.S. consumers are still turning to traditional sources for their coupons. Since the recession started, all of these numbers have skyrocketed.

For several years during the recession, one traditional marketing tool, free-standing insert (FSI) coupons, enjoyed huge growth rates. But recent data suggests consumer product goods (CPG) manufacturers, the most frequent issuers of these coupons, may be turning to different marketing strategies. But while the FSI industry may be changing, other marketers are still finding value in this format.