Before Groupon, the local advertising dollar was spent primarily on local media – newspapers, TV and radio – and the well documented stagnation in media ad revenues put a lid on employment opportunities for local sales reps. Groupon, with its Daily Deals, essentially spawned a brand new local ad channel in 2010. Here are five [...]
Since Twitter is finding it difficult to create a bona fide business model based on its platform alone, they should look into developing broad new applications based on Twitter First, look at what Twitter does best: breaking news. The Twitter platform is natural for disseminating local news right down to the neighborhood level. Ev Williams [...]
“Social commerce” became a buzz word in the summer of 2010: Here are eight new trends in social commerce that will appear in 2011: 1) Demand based shopping applications Groupon demonstrated how supply in the form of retail inventory can be packaged into deep discount opportunities. Demand is the inverse – how many people in [...]
One year ago, I listed ten media predictions for 2010. Here’s an update. Many of my predictions are still work in progress: 1) Community engagement will become the driver of new local media. One definitive result: 2010 brought the expansion of AOL’s Patch across almost 200 cities, each with a salaried managing editor. It’s important [...]
The next phase of Group Buying Systems View more presentations from Pat Kitano. Groupon announced its new Deal Feed that allows consumer to customize and monitor and filter the types of deals and merchants they want to track. The Deal Feed works in coordination with the new Groupon Stores product so that consumers can “follow” [...]
Facebook announced yesterday that businesses can add deals and rewards for their customers who check in through Facebook Places. The impact on local advertising is huge: 1. Deals will be everywhere The “Deal” becomes the currency of local advertising because it is performance based, efficient for reaching the customer and isn’t burdened with the CPM-based [...]
The recent mainstream media articles demonstrating evidence of Groupon’s shortcomings (including last week’s article) are focused on the consequences of its massive distribution capabilities and non-local presence. First there was the dodgy fake deals in Brazil, then there was a business owner saying offering a Groupon deal was the worst business decision she ever made, [...]
The dark side of the Daily Deals phenomenon manifests in three main problems vendors have with Groupon: Groupon can overwhelm small merchants when it sells too many coupons. How can a Chicago nail salon accommodate 5,100 new coupon holders? Groupon depresses profit margins. Obviously deep discount coupons are marketing loss leaders for local retailers. On [...]
The long awaited announcement of Facebook Places this afternoon sure was anticlimactic. The “Check-in” is now institutionalized, and the masses of 500,000,000+ Facebook members can now enjoy what 2 million Foursquare members have been doing. But that was what was expected; the gorilla just tossed its hat into the ring. The main function Facebook brings [...]
Patrick Kitano is founding Principal of Brand into Media, a unique strategy group working with corporations and organizations to develop social and media-based strategies that engage hyperlocal communities.
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