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Coupon Affiliate Sites: Do (and Can) They Provide Value?
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Travel for 40 days or more and receive a special discount off the base rental rate when booking selected vehicles on this site. You choose to distribute that code via an email campaign—so you want to limit the cross-over to other channels as much as you can. If coupon sites are acting on their own without participating in your program, they have little reason short of legal concerns to avoid posting this code if they find it. Well thought out response! You might end up throwing the baby out with the bathwater. Lastly, it is important to remember that coupon redemption is a consumer behavior — not something that is caused by deal and coupon sites.
I would like to point out, like Trisha said, that most coupon sites are not able to rank with premium spots on search engines so most sales attributed to these non-ranking coupon sites are probably due to the coupons they put in front of a customer. Those sales would likely have been lost to the retailer otherwise.
For retailers worried about cannibalizing existing sales, consider this: affiliate agreements can be customized to reward these above-noted affiliates with enhanced rates over those who win the search engine ranking games. They have the ability to track custom or exclusive coupon codes at the individual affiliate level even those used without an affiliate link or click. If a retailer can track then they can filter out unauthorized coupons like those send via their newsletter or posted on their site. In conclusion, I feel these technologies and more when matched with a prudent coupon strategy make coupons a very powerful and compelling tool for reaching more customers, especially those who need extra nudging or hand-holding to complete the sale.
I also think the evidence is solid that affiliates are especially well-suited for handling these time-consuming tasks. They disregard testing to quantify the relative contribution, and instead arbitrarily pick a attribution system that BOTH ignores the multitude and excludes large slices of it as well.
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By discounting the value of certain affiliates and cutting them from the program, a merchant actually creates opportunities for competitors. Other merchants can take advantage and tap the potential of all those disregarded affiliate sites coupon or not.
Of course, coupons may still appear on coupon sites. But the added friction of expired codes, fake codes, and other issues can easily end up hurting the merchant who cut those affiliates from their program.
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I think the question of the value of coupon sites in a program depends a lot on what the affiliate does to drive traffic and how much they care about complying with your terms and conditions. I think Wade highlights one of the big challenges. None of those organically ranked sites are part of the Zappos program.
The data is surely there for a merchant to figure it out, but I agree with Pat that few merchants are actually doing the analysis correctly , let alone applying it to their programs. Pingback: Sugestii marketing online, 25 februarie — 3 martie.