EVouchers are a hit

The article “It’s a coupon revolution” (Marketing- week.co.uk, 8 September) raised some interesting views on the future of online vouchers in maintaining consumer trust and providing a good return on investment for brands investing in these types of marketing activities.

Whilst we would agree that some online offers do not live up to the hype, there is certainly a strong indication that online offers and vouchers continue to be extremely popular with consumers and generate proven results for brands wanting to increase online sales and increase traffic to their website.

eMarketer has just released a report, UK E-Commerce (August 2009), looking at online buying activity for 2008-2010. The report includes a survey by the Office of Fair Trading that looks at reasons why UK shoppers make purchases online. Fifty-nine per cent of shoppers said it was due to a special online offer, up from 53% the previous year. In LinkShare’s own survey, which investigated the impact of online marketing with UK consumers (August 2009), vouchers, promotions and special offers were seen to be the most useful form of online marketing at 59%. Similarly 58% of consumers have responded to this type of marketing and also consider vouchers the least invasive form of online marketing, at just 11%.

For brands to continue to make vouchers and online offers profitable, they need to be creative and targeted in the way they market them, and of course be diligent in managing internal financial metrics.

We have seen a growing demand from our customers wanting to develop their affiliate marketing programme following initial success in this area. With time invested in developing and maintaining a relevant and targeted campaign, marketers can leverage the proven effectiveness of vouchers as a successful and profitable marketing tool.

Liane Dietrich, UK managing director Linkshare

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here