In 1887, Coca-Cola distributed what is considered the very first coupon offer for “one free glass of Coke” to local pharmacies. In exchange for Coke syrup, the pharmacies provided the company with names and addresses of its customers who lived within the proximity of the store. The coupon offer was redeemable at any participating pharmacy that carried the product. For decades, this “discounted” marketing tactic has remained a key component of consumers’ lives. This was of course especially true during financially distressed periods, such as The Great Depression, which spawned other couponing opportunities such as the Valpak and Free Standing Inserts to satisfy increasing demand.

For years, the primary strategy for executing couponing campaigns has been through the traditional distribution of these paper coupons. However, since the invention of the internet, marketers have had to evolve and adapt their delivery methods to reflect new consumer preferences. While eMarketer claims paper coupons are still the primary format used in the U.S., digital and mobile coupons have experienced exponential growth in recent years. Now, with emerging technology, advertisers are continuing to find better ways of blending old and new methods of coupon advertising.

 

The internet and email effect

According to eMarketer,

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