Coupons Inc. starts brand keyword targeting
The US-based consumer-printed coupon distributor Coupons Inc. has unveiled a technology platform called 'Concordance for Brands' that provides brand owners with new promotional opportunities using their existing web site.
Concordance for Brands is described as "a contextual keyword targeting system" designed for consumer brands to use on their web sites. With contextual targeting, Coupons Inc. says that a brand can benefit more quickly from shoppers visiting their web site by offering coupons that motivate them to buy.
The system is based on the company's existing Concordance product, which is in use throughout the company's Digital FSI network of web sites that offer consumer-printable coupons.
Measurable ROI "Concordance for Brands provides measurable ROI for companies committing significant marketing dollars to creating their web sites," explained Steven Boal, CEO and founder of Coupons Inc. "Many brands spend millions of dollars creating, marketing and buying search keywords to drive shoppers to their web site, but once the shopper gets there they need to be given a reason to buy."
The new brand-oriented version of Concordance not only helps to convert web site visitors into buyers, but also provides brand marketers with statistical data about which search terms are driving increased sales.
According to Boal, a number of the company's existing retail brand clients have already adopted the technology, which can be implemented in a few minutes with the additional of a single line of HTML code to a brand's web site.
Cross-promotion Shoppers that visit a brand's web site may not realise that their favourite brand has a related product they might be interested in. Brands can begin converting this traffic into sales for additional products while motivating shoppers to try new products and, at the same time, measuring the campaign's results in-store.
The brand marketer can choose keywords that best emphasise the brand's key attributes, or that will direct potential buyers to specific promotions. These keywords are highlighted and underlined on the web site's pages to help shoppers quickly identify the products and offers they're interested in. The shopper then clicks on a highlighted link to be taken to the coupon offer page, where they can print out coupons to be redeemed later in-store.