Mobile platform providers have begun to figure out how small, local businesses can benefit from digital marketing. edo interactive, a tech startup combining discounts and bank cards, introduced a pay-per-performance marketplace where businesses monitor the campaign in real-time and only pay when a consumer redeems an offer.

The technology and marketplace allows local merchants to target consumers and increase loyalty with offers tailored to customers’ shopping habits, serving up discounts on mobile devices. A data analytics engine based on the predictive modeling supports the marketplace, and frequent buyer cards measure and track effectiveness of the campaigns. Merchants also can extend targeted offers to current and prospective customers without installing additional point-of-sale (POS) systems.

Bill Baskin, proprietor of Boutique MMM, a small Franklin, Tenn. merchant specializing in handbags and footwear, began offering a 10% discount and enrollment in a rewards program through the platform earlier this week. “We’ve spent thousands and thousands of dollars through local print and radio media,” he said, pointing out that the mobile campaign won’t cost a penny until someone buys something.
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