As Americans start planning their safe return to the office, Banana Republic is shifting its marketing messaging to existing and new consumers. Watch Industry Voices, with Jen Mullen, vice president and head of stores at Banana Republic, to learn how the retailer is using mobile couponing and social campaigns to drive traffic back to its physical stores.

It’s been perceived as a coupon and cash-back channel, but it’s not that anymore,” said Matt Gilbert, CEO of affiliate network Partnerize. According to the Gartner survey, 65% of B2C marketing executives worldwide expected to increase spending in affiliate, or partner, marketing in 2021, while just 21% planned to decrease it.

It looks likely that apps and other service providers will pursue more varied monetization strategies this year. Traditionally, apps mostly pursued two strategies: in-app purchases and in-app advertising. Over the past couple of years, many developers have combined the two, but we’re increasingly seeing them use subscription-based models, as well as coupons or other incentives for viewing advertising, such as rewarded video. This shift will continue into 2021.

Once users download the Honey app and enable the extension, Honey will automatically find coupons and cash-back offers when they shop on Safari. This should help Honey to capture volume from the growing mcommerce market: After expanding 15.2% this year to reach $359.32 billion, we forecast US retail mcommerce sales will hit $728.28 billion by 2025.

The unlikely banker: Matt Turner, head of digital at HSBC UK, has “jumped industries many times,” holding leadership positions at both multinational companies and startups, many of them sitting in the marketing space—including stints at American Express, RetailMeNot (a retail coupon and savings service), and most recently, IWG (a global workspace company).

Give consumers the option to opt in by showing them the benefits of combining their online and offline behaviors with, for example, timely coupons or the location of where the last item they searched for is in-store, or suggestions of what pairs well with their last purchase.

Gen Zers demand mobile phone coverage and digital couponing innovation. A generation that primarily accesses the internet via smartphones is naturally also eager to insure those devices. Their digital savvy also translates into a much higher likelihood of valuing digital couponing usage and alert options.

Consumers are always on the hunt for a great deal, and that’s even more true because of the pandemic—especially if it yields a serious recession. Knowing that value is top-of-mind for many, General Mills recently launched a national rebates program that lets shoppers receive cash back to their PayPal account by submitting an itemized receipt via the Coupons.com app.

Coupon codes and vanity URLs aren’t enough for some marketers

The two companies get users to sign up through incentives and loyalty programs, such as coupons and cash back for spending via their respective digital wallets. Southeast Asia is the world’s fastest-growing region for mobile wallet adoption, according to a July 2021 study by fintech company Boku and Juniper Research.

Banana Republic’s vice president and head of stores, Jen Mullen leverages mobile couponing and social campaigns to drive in-store trafficArticle’s vice president of marketing, Duncan Blair plans to invest in digital discovery tools. Click here to download and read more.

In May polling by CouponFollow, 86% of Xers (ages 40 to 54) said they would try a new brand if offered a coupon or discount. June polling by coupon company Valassis found large majorities of Xers (ages 40 to 55) using online and offline resources to compare prices. Many reported choosing stores based on availability of paper coupons and paperless discounts.

Advertisers use tactics like coupon codes and vanity URLs to tie listenership data back to return on ad spend, but the measurement options in this medium are restricted compared with other media. Some audio ad formats may also be considered too expensive by direct response advertisers who are used to buying remnant display inventory programmatically.