Directory publisher hopes small businesses with national e-commerce aspirations will come aboard. At least three already have.
And here's yet another entry to the expanding roster of daily deals providers. WhitePages.com is looking to attract local businesses that want to do e-commerce nationally via its young "DealPop" platform.
Dubbed "DealPop USA," the telephone directory company has signed long-established-but-small marketers like Boston Tea Company, Vermont Sugar & Maple Spice, and the Hawaii-based Lion Coffee. WhitePages' announcement comes on the heels of DealPop's launch roughly three months ago as a local advertising product in San Francisco, Seattle, and Los Angeles.
"What we found in those local markets was that [the platform's] best customers were coming from our website [rather than e-mail or social media]," said Kevin Nakao, COO of the Seattle-based WhitePages. "Local is a super long tail... We wanted to take things to a national level. We wanted to create critical mass, so we could do really good contextual integration."
The company aims to distinguish itself from Groupon, LivingSocial, and other daily deal competitors by adding search to the mix, providing supplemental distribution for marketer offers. For instance, 50 percent off discounts from Boston Tea Company, Lion Coffee, and Vermont Sugar & Maple Spice could appear on WhitePages.com on the same day via masthead banners targeted to relevant search terms. "Tea," "coffee," and "maple syrup" are obvious possibilities.
According to Nakao, WhitePages and sister site 411.com together reach 20 million unique visitors a month. "And people search for everything from restaurants to coffee to dentists," he said.
The COO said national advertiser offers will also appear in daily e-mails sent out by WhitePages. "Half of our sales from the local offers have up to this point come via e-mail," he said.
If for no other reason, "DealPop USA" is an intriguing development in the group-buying niche because of its focus on e-commerce clients. By contrast, many Groupon marketers have focused on driving offline foot traffic in hopes that a voucher buyer will spend more once inside their local stores. According to at least one study, roughly one-third of Groupon marketers say the platform is unprofitable.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT