Silverpop - Social Couponing Comes to the Marketing Platform
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Social Couponing Comes to the Marketing Platform

by: Bryan Brown (@getvision)
12 February 2014

In an ideal world, you’d be able to connect your marketing database to your customers’ buying habits on social media sites – enabling you to send extremely relevant, targeted messages based on coupons and offers they’ve redeemed while perusing their timelines. Sounds nice, right? Fortunately, this is no longer just a distant wish, it's a reality.

According to a study from Wildfire Interactive, 42 percent of Facebook fans engage with a page to redeem a discount or coupon. This is an extremely engaged audience with which marketers have previously been unable to connect to their central marketing database. Now, however, with Silverpop’s Universal Behaviors feature and partner CoupSmart, this is completely feasible.

Marketing, Social Coupons and Why They’re Important  

What is a social coupon, exactly? On Facebook, it's a “coupon that businesses can share to the news feed, and that users can bring to brick-and-mortar stores for redemptions.” Up until now, however, it's been completely siloed from other marketing efforts.

For retailers and ecommerce companies specifically, bringing social coupons to the marketing platform allows marketing teams to actually assign value to Facebook “likes” and determine their most engaged buyers who are both Facebook fans and opted in to other programs. If you know these folks are not only interacting with you on Facebook, but also making purchases via coupons and offers posted there, you can create tailored, automated campaigns to engage them even further.  

Social Couponing and Marketing Technology

For marketers everywhere, connecting customer behaviors across channels is more important than ever. In this age of the customer, blanket, batch and blast messages no longer resonate with buyers – they are just another communication lost in the clutter. Today’s marketers must connect behaviors from their customers’ habits across channels to deliver the most targeted messages possible.

Bringing social couponing into the marketing platform allows marketers to better understand their customers. With the Silverpop and CoupSmart partnership, marketers are able to tie a buyer’s social couponing activity into other channels, whether it’s email, Web or mobile, and vice versa. If a buyer redeems a "40 percent off" coupon for new ski boots via Facebook, for example, he or she could be automatically placed into a program based on those boots including upsells, recommendation requests or other products the customer might be interested in. Not only are you providing a great value to your customer as a marketer, you’re also helping your business increase brand loyalty, and most importantly, revenue. It’s a win-win for everyone!

Connecting the Dots for Your Customers   

In the age of the customer, it's all about making their lives a little bit simpler – providing what they need and want, when and where they want it. The idea sounds basic enough, but sometimes it gets a little tricky when it comes down to execution. Fortunately, with marketing technology advancing every day, the marketer’s job is becoming less tactical and focusing much more on giving customers the awesome experience they deserve. And, of course, generating increased revenue in the process.

Related Resources:

1) Blog: “On Facebook’s 10th Birthday, 10 Tips for Using Social in Your Digital Marketing Strategy

2) Video: “Using Social to Build Trust

3) Blog: “Guest Expert: CoupSmart’s Blake Shipley on Using Social Coupons for Customer Acquisition and Remarketing


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