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How daily deals can target the mobile space

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This week AOL (s aol) and American Express (s axp) jumped aboard the crowded daily deal bandwagon, joining Groupon and LivingSocial as well as Facebook, Google (s goog) and an ever-expanding field of startups. And while the market for email coupons may already be saturated, our appetite for mobile data continues to grow, which means there’s new ground for distributors of discount offers.

But mobile is a very different game than email discounts: Our phones are always with us, so they’re much more personal than computers, and they provide marketers with tools like location data and downloadable apps. So coupon distributors will need to be mindful of four important areas as they expand beyond computer-centric businesses into the more complex world of smartphones.

1. Unwanted ads. Groupon has demonstrated that consumers are happy to receive a deal a day via email on their computers, then occasionally buy it to use weeks, or even months, later. But because phones are more personal devices, our tolerance for daily come-ons is much smaller, as this recent study from Ipsos Observer illustrates. Instead of pushing one or two ads a day at scheduled intervals, mobile deals should be delivered to consumers when they’re specifically looking for something or when they voluntarily disclose their location to see what’s nearby.

2. Location and search. GPS and geofencing are valuable tools, but sending an automated offer based solely on location isn’t enough. That’s why the tired “Starbucks scenario” of offering discounts to anyone who passes in front of a store has never taken off, and why proximity marketing via Bluetooth has foundered. Location-based offers should be sent when users check in at a specific venue or when they use their phones to search for something, and those offers should take into account the context of those activities.

3. App functionality. Groupon has the right idea here with Groupon Now, which launched last month in Chicago and features just two buttons: “I’m hungry” and “I’m bored.” But that functionality is a fraction of what we could see in the next few years. Search topics could be far more specific, and apps could perform searches based on barcode information or even an uploaded image.

The market for mobile discounts is still almost entirely untapped, giving smaller players and newcomers an opportunity to compete with the big boys as the space gets legs. Those who best understand how to bring real value to users on their phones by presenting highly targeted offers could alter the landscape of digital deals dramatically. For more thoughts on how the daily deal players should leverage mobile, please see my weekly column at GigaOM Pro (subscription required).

Image courtesy  of Groupon

5 Responses to “How daily deals can target the mobile space”

  1. Daily deals are a great way to save money, and people can use them often on their cellular or mobile devices. This makes it even more convenient.

    If you want to find the deals from all these daily deal sites and don’t want to have to search them all individually, try They’ll send you just one daily email that includes all the best buys available in your area, so you won’t miss out and your inbox doesn’t get crowded!

  2. I totally agree!

    It’s funny though. Consumers sometimes think they want the “Starbucks scenario”. Every time I talk with a group of customers or potential customers about our mobile coupon app someone asks me if we’re could alert them when they are near a deal. When I remind them how many deals we have in the city (“766 restaurants in NYC”, in the most recent experience) they think about it for a minute then realize they really don’t want their hip buzzing all day.

    Pull is perfect for everyday use. Pull is appropriate if the offers are relevant and sent only as frequently as the user REALLY wants.

  3. I’d totally agree that the blind “push” model mentioned in (2) is very limited – the store pushes offers based on what IT wants to sell, not on what the USER is interested in.

    The new range of proximity solutions will really alter that equation. They help close the loop so a mobile user can opt-in for targeted offers. For example, I may be willing to share my ID with a music store when I walk in, so that it can create custom offers based on what I actually like, and while I’m on premise (when I may be most interested in seeing a relevant offer “right now”). Bluetooth and NFC will be helpful technologies in this regard, as – if a user wants – they can help automate some of the check-in “I’m here” process. You can see how the proximity platforms from NeuAer, LocalSocial, NearVerse and even Color could be applied in this regard (and indeed – some already are…)

    Sean (@sos100)

  4. One geofencing method that offers more context than simple proximity-based ads are those based on geofences that define social spaces meaningful to people. Instead of just triggering offers to people walking by, with defined areas such as neighborhoods, shopping districts, and college campuses, marketers can aim offers at an audience more likely to be receptive. Maponics offers numerous location datasets that contain predefined geofences for tens of thousands of social spaces in North America and beyond.