Local Deals’ Second Act: All About Mobile
Michael Boland, 7/13/2011
Summary: Local deals have existed for decades in the form of coupons, but they’ve been reinvented over the past few years by Groupon and its group buying model. That model is shifting as the momentum behind deals collides with the equally powerful momentum behind mobile. The product of the two will be a broader set of deal models, which appeal to a broader set of users and advertisers alike. Things like immediacy, local relevance and consumer buying intent — inherent in mobile use cases — will improve distribution and deal performance, rather than relying on the deep discounting that has driven group buying’s success. This shift to mobile and its associated performance will represent local deals’ “second act.”
Clients may login now to access full report.
Copyright © 2011 BIA/Kelsey. All
This published material is for internal
client use only. It may not be duplicated or distributed in any manner
not permitted by contract. Any unauthorized distribution could result
in termination of the client relationship, fines and other civil or criminal
penalties under Federal law. BIA/Kelsey disclaims all warranties
regarding the accuracy of the information herein and similarly disclaims
any liability for direct, indirect or consequential damages that may result
from the use or interpretation of this information.