It is possible for brands to provide useful content or experiences on social media platforms (MW 8 March) by using incentivised advertising formats.
Engaged adverts can generate a return on investment for both parties. For example, in return for participating in a brand’s communication on Facebook, the user can receive free game credits.
When used properly, social media is a great way to engage in a two-way dialogue with consumers, with each side viewing the other as mutually beneficial.
Managing director EMEA
The use of coupon promotions across social media is set to increase rapidly as FMCG brands respond to the two-fold challenge of customers demanding ever more value and marketing budgets mandating a tangible return on investment.
The sheer scale of Facebook and potential for social sharing offers considerable appeal for brands, but failure to plan and execute coupon campaigns can expose them to risks such as disappointed customers or redemption budget overspend.
The key for 2012 will be not only to innovate and become more sophisticated but also to ensure that the incentive component is securely managed properly in accordance with the promotional marketing industry’s guidelines and best practices.
Sales and marketing director
Coupons.com UK and Europe