http://staging.blog.biakelsey.com/index.php/2011/11/04/groupons-successful-ipo/ LOCAL MEDIA WATCH. The Nexus of All Things Local Mon, 01 Jun 2015 22:23:47 +0000 hourly 1 https://wordpress.org/?v=4.2.39 http://staging.blog.biakelsey.com/index.php/2011/11/04/groupons-successful-ipo/comment-page-1/#comment-477154 Sat, 05 Nov 2011 05:39:54 +0000 http://blog.kelseygroup.com/?p=18131#comment-477154 There is no doubting their success as they reached their IPO. Long-term sustainability and viability are still in play, however. One thing is for sure, which is that they have made local marketing as performance-based as merchants have ever seen. The idea of “buying customers” is what merchants want from their marketing, and now it is real to them. Of course the question of the quality and type of customer their buying may be questionable. However, that impact on other marketing channels is profound – now all marketing aspires to be performance-based or is expected to be that way. Those challenges will be felt by both merchants and those selling them marketing for the foreseeable future, and will require more attention to and involvement in the entire marketing process.

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