What we have here is a population of dedicated, organized, and captivated buyers who are bridging the world of online advertising to offline purchasing with printable coupons. I quick spin around offer directories like OfferVault and oDigger turns up a few thousand coupon related offers and feeds from various networks, but very few of these offers actually connect the end user to in-store purchases. Most offers simply credit the affiliate for a lead when coupons are downloaded, printed, or viewed. Judging by the size of this user base, it would make sense for big brand advertisers to connect in-store coupon purchases to their online affiliates rather than simply pay out leads without a purchase. I wonder what those conversion rates might look like.
In case you’re not following me, here’s how the process works:
So why aren’t advertisers connecting printable coupons to their online affiliates? The funny part is that they already connect coupons to their mainstream offline publishers like newspapers and magazines, but they are not providing dynamic bar codes that include the online affiliates ID or another tracking ID. There needs to be a simple way for advertisers to generate printable coupons that tie back to their online promoters.
You might remember a post I wrote a few months ago about a startup that used QR codes to take affiliate links to the offline world. Doing the same for printable coupons shouldn’t be much more of a stretch and would provide incredible data to the advertiser.
What are you doing with Coupons?
As much as I searched, I could not find a single example of a company that is doing this. Do you happen to know of one? Please let me know in the comments below!
If you’re a HasOffers customer, are you working with more coupon sites and offers in general? Let us know what you’re doing, if you’re working with printable coupons, and how you’d like to see that tracking functionality work.
Peter is CEO and Partner at TUNE. Developing his early skills as an online marketer in SEO, PPC, and Media Buying, he met the twin co-founders of TUNE in 2009 and had the opportunity to join prior to day one, leading product marketing for the company's first launch. He continues to contribute to media, white papers, analysts, and industry blogs with the goals of educating mobile marketers and making the digital marketing ecosystem more connected. Follow @peterhamilton