With my background as the CEO of HomeRun.com, I am passionate about matching merchants with consumers and businesses that are in the market for what they are selling. I have long believed that the “daily deal” has incredible potential as a performance-based marketing innovation, but that in their current incarnation, daily deals remain inefficient to the detriment of both the merchant and consumer. This is why HomeRun joined the Deem ecosystem last fall. Today, it has all come together for us at Deem as we expand the Deem Network, giving merchants of any size the ability to target individual and business buyers with relevant offers that benefit both buyer and seller. We are confident we have the right strategy: Long term success in the “daily deals” model will require frictionless marketing programs that provide real, concrete value for local and national merchants, through capabilities such as audience insights, campaign analytics, and highly refined targeting capabilities. These in turn will help give merchants higher returns, and the deals model more stability.
With the growing wave of deals in the market, consumers are demanding good value on the things they need or want. Merchants want to acquire new customers who will provide value either immediately or in the near future. Our offers capabilities are built on the belief that we can use relevance technology to find the right balance between value to a consumer and value to merchant. There are two connected but distinct keys to success in the offers market: merchant value and relevance. Simply put, offers must generate quality leads for businesses — not just coupon chasers, but people who are likely to return and become loyal customers. And they should provide insight into a merchant’s customer base. In terms of relevance, it’s time the industry moved away from “daily deals” in the strictest sense to thinking more broadly about providing truly relevant offers.
Deem’s broad distribution channels include some of the world’s leading brands such as Google Offers, giving merchants the potential to reach more than 200 million consumers and 10 million businesses. We’re closing in on our goal of perfecting the relationship between buyer and seller, with more progress soon to come. The players have come together: Rearden Commerce, HomeRun and Ketera have united under Deem; and our merchants and consumers are already taking part in smart commerce. Join us!