CRM - October 2007 - (Page 14)

CRM TRENDS AND NEWS ANALYSIS Coupons Without the Clipping Mobile coupons are revolutionizing how advertisers market and customers buy obile technology may turn Sunday-morning coupon-clipping into a relic of bygone days. According to mobile discount-offer and coupon service Cellfire, there are more than 220 million mobile users in the United States, 45 percent of whom use digital content (games, Internet, music, TV) on their phones. In addition, 57 percent of mobile users between the ages of 13 and 24 are “mobile only”—they don’t have landlines—suggesting a significant audience for mobile marketing. Cellfire also recently completed a sixmonth study on mobile-coupon redemption, revealing that 68 percent of customers who redeemed the coupons were 14 M between the ages of 18 and 34. (The next-largest segment, 35-to-44-yearolds, comprised 18 percent of couponredeemers.) In addition, Cellfire found that food and entertainment coupons were the most frequently redeemed. Meanwhile, as the International Herald Tribune reported in August 2006, despite the fact that 74 percent of Americans still use coupons, “an estimated 99 percent of the roughly 200 billion coupons distributed annually in the United States end up in the trash, unused and unredeemed.” Paper coupons are “the single most inefficient marketing tool you could imagine,” Peter Sealey, founder and CEO of The Sausalito Group, a business and market- ing consulting company, told the IHT. In fact, many experts believe it won’t be long before paper coupons disappear completely. “Coupons sent in the mail never had a direct connection to the buyer,” says Gerry Purdy, vice president and chief analyst at Frost & Sullivan, a global consulting firm. It was, he adds, “sort of random if someone would even get it or use it.” The 21st century has introduced a new trend in marketing—a shift from push to pull. Today’s Internet-savvy consumers have control over what they want to see. “[Marketers are moving] away from talking about [themselves] in terms of deliverability or even ROI. There’s a bigger focus on providing www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | OCTOBER 2007 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - October 2007

Contents Front Office Reality Check Customer Centricity Coupons Without the Clipping Something Special in the Air Oracle’s Name Game Market Focus: Sports & Entertainment: CRM Scores for Sports Franchises Statistically Speaking The Pulse Required Reading Are We There Yet? Help Them Help Themselves The Chain Gang Pay Day OutClick Media Gets a Second Opinion Best Kiteboarding Makes a Splash with NetSuite True-Blue Service Documentation Secret of My Success The Tipping Point Re:Tooling Pint of View

CRM - October 2007

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