Publishers to Scrutinize Daily Deal Options and Platform Partners
The daily deal industry continues to evolve. While consumers are still excited about getting deep discounts on the products and services they love, marketers must weigh which deals make sense for them. The same holds true for publishers and platform providers. Groupon is enhancing its affiliate marketing strategy to attract more publishers but industry experts are cautioning that media companies and marketers should avoid certain deals to protect profits and reputations.
To expand its reach, Groupon recently launched its Partner Network. The company is going after publishers with an enhanced affiliate marketing program. Publishers who sign up before the end of September will receive better commissions than nonmembers when their users purchase Groupon deals. Groupon is also building its marketing services platform to deliver real-time information on how various deals are performing.
Publishers have plenty to consider as they work the deals space. For those that lack experience, Matt Chaney of Second Street has some advice: Not every deal is worth publishing on a digital site. Publishers and marketers should think about which categories work best to generate profits and traffic. Chaney notes that while teeth whitening promotions are very popular, most consumers don’t consider the procedure to be an impulse buy. Medical services deals present similar problems and can be complicated by insurance coverage issues. Publishers may also want to stay away from national travel deals and focus on regional tourism opportunities. According to Chaney, managing the intricacies of a national travel promotion at the local level can quickly grow complicated and expensive as partners try to figure out differences in pricing and details such as blackout periods.
To learn more about Daily Deal Responders,check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: Chaney, Matt. 5 Deal Categories to Avoid. SecondStreetLab.com. 2013. Web 28 Aug. 2013; Lunden, Ingrid. Groupon Takes Affiliate Marketing. Techcrunch.com. 19 Aug. 2013. Web. 28 Aug. 2013]