29 Jul '11, 11am

Mobile, Deals & Payments: Closing the Local Loop

A term increasingly buzzing throughout the local media space is “closing the loop.” This culminates the past two years of mobile advancements, recent excitement around local deals, and finally the emergence of mobile payments. In June, this column examined the steps Google is taking in this direction, through its Wallet and Offers products. Together these will close the loop on search and other advertising where Google hangs its hat, by tracking “post click” offline purchases. Since the Wallet/Offers combo punch, we’ve seen a few other examples of mobile, deals and payments coming together to close that local loop. It’s the holy grail of local (and of search), and it’s only just beginning to take form. Link Love Among payment providers embracing local deals, American Express so far has been the most aggressive. In the last month alone, it’s launched mobile deal and payment...

Full article: http://searchenginewatch.com/article/2097856/Mobile-Deals...

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