Some buy the Sunday newspaper specifically for free-standing insert (FSI) coupons; thus far $234 billion in coupons in 2010, up 17.8% from this time last year, according to marketing charts.
The strongest FSI sector is the Consumer Packaged Goods (CPG), like groceries and frequently replaced products, with 74.4% writes FSI Activity Grows 10%: Kantar. However during this same period of time digital coupons have increased by more than 80 percent, according to a Kantar Media study on digital consumer incentives.
Digital Coupons are delivered in 5 ways
- QR Codes – Matrix-encoded bar codes readable by mobile phones
- SMS – Short Message Service or text messaging, utilized by 2.4 billion active users
- Geo-Location – Tracks customer most visited area and sends automatic incentives
- NFC Smart Posters – Smart Poster embeds a tag in an everyday object
- Apps – iPhone, Blackberry, and Android phones have specific targeted apps
The mobile advertising market is expected to grow from $160 million (2009) to $3.1 billion (2013), and Internet coupons are expected to grow from $90 million (2009) to $22.6 billion (2014), writes Sean Mccolgan, Mobile Advertising and the Rise of Coupons (Infographic).
Digital coupons and FSI can work together to offer the right incentive to the right customer, at the right time. As more manufacturers use digital coupons it will become important to understand how to promote mobile advertising strategies.
“FSI Activity Grows 10%: Kantar.” Mediabuyerplanner.com. July 27, 2010.
“Mobile Advertising and the Rise of Coupons .” Sean Mccolgan. PromotionalCodes.org.uk. July 26, 2010.
“Number of Digital Coupon Events Increased By More Than 80 Percent In The First Half of 2010 Versus The Same Period In 2009.” Bill Daddi. Kantar Media News. July 21, 2010.
“FSI Activity Grows 10%. Marketing Charts. July 27, 2010.