Daily deals giant Groupon once again is showing that mobile plays an integral role in its day-to-day initiatives by running an interactive mobile ad campaign that lets consumers browse ongoing deals, as well as sign-up to receive offers.

Mobile is playing an increasingly important role for daily deals business Groupon, which reported this week that 25 percent of its offers were purchased via a mobile device in December 2011.

Groupon has acquired social shopping site Mertado.com, which lets consumers find and buy products through social networks, including Facebook.

Groupon partners with Deutsche Telekom in a bet that mobile will play a key role in helping it continue to grow.

As the finish line for the 2011 holiday season comes into focus, promotional activity is heating up with big digital brands such as Amazon, Groupon and eBay trying to drive uptake of their services – which all have significant mobile components – via special offers.

A common trend in 2011, was the creation of retail mobile applications meant to serve as a utility and to cultivate loyal customers.

Deep group discounting is a proven tactic for immediate bumps in cash flow, but it is not without its pitfalls.

Quiznos is promoting its sandwiches via deal-a-day giant Groupon to drive traffic to the company’s participating locations.

Groupon is showing competitors that it is a force to reckon with in the mobile daily deals space via a new Android application for its German market.

With daily deals applications and mobile sites rapidly increasing, retailers and merchants are continously looking to target consumers whenever and wherever they are with offers. However, how much is too much?