weiter wachsen, vielleicht auch nicht so dramatisch, wie sich das einige Fantasten erhofft haben. Aber sie werden sich eben am wachsenden Kuchen des Local Search ein gehöriges Stück abschneiden und damit die Küchenstücke des Rests der Marketing-Möglichkeiten im Local Search kleiner ausfallen lassen als ohne Daily Deals - obwohl dieser Bereich insgesamt dramatisch wächst und auch die anderen Bereichen wachsen, aber eben nicht so stark als wenn Daily Deals nicht aufgetaucht wären.
“Even as more consumers sign up for deals programs and awareness grows and new markets are entered, we see a ceiling on how many deals consumers will buy, and their overall interest level in deals,” said Mark Fratrik, BIA/Kelsey vice president and chief economist. “With that said, a strong foundation has already been created in the promotional ecosystem of this young industry. We believe daily deals reinforce other advertising and that related services, like instant deals and flash sales, will significantly boost income for key players.”
Among the factors underlying this revised forecast are:
■A bigger increase in the number of registrants for deals services. Market leaders Groupon and LivingSocial have expanded quickly and many more participants have entered this arena, including vertical sites and local media companies (either in cooperation with Groupon and LivingSocial or through white-label firms)
■Growth in the number of registered users who are “active” (e.g., buying coupons).
■Greater specialization of deals sites (both vertically and by neighborhood), better targeting capabilities and continued marketing of these services will lead to more activity by registered users.
■Increase in the average number of transactions, resulting from more efficient providers of these services and expansion of the types of products and services being offered (e.g., more travel deals).
■Rise in the average price per transaction, owing to general inflation and the attempt by some providers to offer more valued services at higher margins. |
Thread abonnieren
