Home  › Social › Social Commerce
google-offers24

Google's Daily Deals Are Becoming More Targeted

  |  October 10, 2011   |  Comments

Search giant gives consumers the opportunity to identify preferences for "Offers" product.

google-offers24An all-too-familiar email inbox scenario: the plumber, the school teacher, the accountant, the lawyer, the retail clerk, and the retiree get the same bikini wax discount offer from their daily deals provider. Unless this is the foundation for a new satirical gender-bending song from The Kinks, there's a lot inherently wrong with that approach. And Google's taking measures to fix it.

The Mountain View, CA-based company last week began testing a segmentation feature that allows people signing up for Offers to obtain more personalized deals. People signing up for offers can use a check box to select subcategories within five main categories: things to do, places to go, shopping, health & beauty, and services. For instance, for things to do, a consumer can select a sporting events subcategory while opting out of arts offers, or vice-versa.

Then, Google asks the consumer, "Where do you hang out?" The viewer can then place a work, home, and hangout icon on a Google Map to record what neighborhoods they frequent. The feature is designed to help the search giant geo-target its offers.

In a third and final step, the consumers can look at sample emails - based on their expressed interests and shared locations - to see if they find those types of offers compelling. If not, the users can backtrack to revise their preference settings. At any rate, once finished, the consumers can save their deals wish list.

A Google spokesperson told ClickZ News via an email today: "[We've] launched a personalization feature for Google Offers beta last week. This feature is the first step in our effort to deliver more relevant and personalized deals to consumers, while also connecting merchants with shoppers that are the most interested in their products or services."

While establishing preference centers is fairly old hat in the email marketing world, the daily deals players like Google Offers, Groupon, and LivingSocial are just beginning to focus on interest-level email targeting. Consumers being inundated with often irrelevant deals will likely welcome the improvements.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

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

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...