Home  › Social › Social Media
white-pages-logo

WhitePages.com Combines Daily Deals With Search

  |  October 20, 2010   |  Comments

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.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...