Online Coupons’ Tipping Point

Posted on February 14, 2009. Filed under: Online Coupons | Tags: |

The amount of press about consumers changing their coupon utilization habits due to the economy has been overwhelming. Just as fast as the economy went into its death spiral, the use of coupons in general has gone into the stratosphere.

Google shows the trend:

Google "Online Coupons" Search Trends

Google "Online Coupons" Search Trends

Of course there is a spike at Christmas and this reflect all types of intent, coupon codes, grocery, and local.

In December, Comscore‘s blog posed the Tipping Point question.

Meanwhile, the mac-daddy of Marketing, Procter & Gamble has confirmed the moment in their January 30, 2009 Q2 Earnings Call:

CFO, Jon Moeller said they “are shifting funds where effective to coupons and consumer promotions that deliver better value.”

COO, A.G. Lafley commented:  ” It is couponing in markets where couponing is a well established consumer habit and coupon redemptions go up in recessionary times. In markets like the U.S. we have clearly shifted dollars to coupons. But if you look at the way we coupon every one of our coupons has a brand equity communication message on it and it has a performance value message on it so it is not just $0.50 off your next purchase.

On digital media, he went on to say:

“Then depending on the market we are doing more digital and there are a number of categories that are doing quite well with the digital. I think the simple way to think about it is we do market mix modeling. We actually calculate the return on investment on every brand on every element of the mix and we move the dollars around to where the dollars are more effective and more efficient.”

Historically, P&G sets the trend for marketers large & small.

Ask yourself, what brands do you see offering coupons now that you’ve never seen before?

Leave a comment on what you have noticed.


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