Up until recent times, consumer-packaged goods companies considered much of their online media spends as brand-building activities. After all, most don't sell any product directly on their website. Then social media came along which gave brands a new call-to-action for their ad creative: "Like us on Facebook!" or "Follow us on Twitter!" These have led to a firestorm of new case studies andarticles. Quick on their heels, deal sites like Groupon and Living Social captured advertisers' attention, especially when larger brick-and-mortar retailers started testing them out. Recently, General Millsbecame the first CPG to run a test on Groupon.
As a marketing vehicle, coupons have long-attracted CPG and retail companies. Certainly, they're a way to stimulate sales and fend off competition. Replicating the traditional print coupon in an online environment has not been easy for CPGs and retailers, however. The process has been wrought with problems like counterfeiting and fraud, software, and site integration complexities, and, as anyone inshopper marketing will tell you about any coupon, getting a complete handle on shopper data is either impossible or very expensive. Until now.
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