 Local Deals’ Second Act: All About Mobile
Michael Boland, 7/13/2011
EXECUTIVE SUMMARY:
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.”
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