In marketing, promotions refers to any type of marketing communication used to inform or persuade a target audience of the relative merits of a product, service, brand or problem. The purpose of promotion is to raise awareness, create interest, generate sales or create brand loyalty. This is one of the basic elements of the market mix, which includes four P's: price, product, promotion, and place.
Promotion is also one element in the promotion mix or promotional plan. These are personal sales, advertising, sales promotions, direct marketing publicity and may also include event marketing, exhibitions and trade shows. The promotion plan determines how much attention to pay for each element in the promotion mix, and what proportion of the budget should be allocated to each element.
Promotions include communication methods that marketers use to provide information about their products. Information can be both verbal and visual.
Video Promotion (marketing)
Etymology and usage
The term "promotion" is derived from Old French, promocion which means "to move forward", "push forward" or "advance in rank or position" which, in turn, comes from Latin, promotionem which means "move forward." The word entered English in the 14th century.
The use of promotional terms to refer to "advertisement or publicity" is very modern and was first recorded in 1925. This may be a contraction of related terms, sales promotion, which is one element in the larger device that used in marketing communications. The terms, promotions and marketing communications can be used synonymously, but in practice, the latter are more widely used.
Maps Promotion (marketing)
Destination
There are three promotional purposes. This is:
- To present information to consumers and others.
- To increase the request.
- To distinguish a product.
The purpose of the promotion and thus the promotional plan can have a wide range, including: increased sales, new product acceptance, brand equity creation, positioning, competitive retaliation, or the creation of corporate image.
The term 'promotion' tends to be used internally by the marketing function. For public or market, phrases like "special offers" are more common. Examples of fully integrated, long-term, and large-scale promotions are My Coke Rewards in the US or Zona Coke in the UK and Pepsi Stuff.
Type
There are various ways to promote products directly or with different media. Both people and media can be physically real or virtual/electronic.
In the physical environment
Promotions can be held in physical environments at special events such as concerts, festivals, trade shows, and in the field, such as in grocery stores or department stores. Interaction in the field allows immediate purchase. Product purchases can be incentives with discounts (ie, coupons), free items, or contests. This method is used to increase the sale of a given product. The interaction between brands and customers is done by brand ambassadors or promotional models that represent products in the physical environment. Brand ambassadors or promotional models employed by marketing companies, which in turn are ordered by the brand to represent the product or service. Person-to-person interaction, compared to media-to-person engagement, builds connections that add another dimension to promotion. Building a community through the promotion of goods and services can lead to brand loyalty.
Traditional media
Examples of traditional media include print media such as newspapers and magazines, electronic media such as radio and television, and outdoor media such as banner or billboard advertising. Each of these platforms provides a way for brands to reach consumers with advertising.
Digital media
Digital media, which includes the Internet, social networking, and social media sites, is a modern way for brands to interact with consumers when releasing news, information, and advertising from technological boundaries of print and broadcast infrastructure. Digital media today is the most effective way for brands to reach their consumers every day. More than 2.7 billion people globally online, which is about 40% of the world's population. 67% of all internet users globally use social media.
Mass communication has led to modern marketing strategies to continue to focus on brand awareness, massive distribution and heavy promotion. The fast-paced digital media environment presents new methods for promotion to take advantage of new tools now available through technology. With the advent of technological advances, promotion can take place outside the local context and across geographic boundaries to reach more potential customers. The purpose of promotion is to reach the people most likely in an efficient and cost efficient time.
Social media, as a modern marketing tool, offers the opportunity to reach a larger audience in an interactive way. This interaction allows for conversation rather than just educating customers. Facebook, Snapchat, Instagram, Twitter, Pinterest, Google Plus, Tumblr, as well as audio and alternative media sites like SoundCloud and Mixcloud allow users to interact and promote online music with little or no cost. You can buy and buy advertising space and potential customer interaction stores as Likes, Followers, and clicks to your pages with third parties. As a participative media culture, social media platforms or social networking sites are a form of mass communication that, through media technology, enables a large number of products and content distribution to reach the most audiences. [2] However, there are disadvantages to virtual promotions because severs, systems, and websites may crash, fail, or become overloaded with information. You can also risk losing information and uploaded storage and on its use can also be affected by a number of external variables.
Brands can explore strategies to keep consumers engaged. One popular tool is branded entertainment, or creating some sort of social game for the user. The benefits of such platforms include submitting users in brand content. Users will be more likely to absorb and not bore with ads if they are, for example, embedded in the game as opposed to annoying pop-up ads.
Personalizing ads is another strategy that works well for brands, as it increases the likelihood that brands will be anthropomorphized by consumers. Personalization improves clickthrough intentions when data are collected about consumers.
Brands have to navigate the line between effectively promoting their content to consumers in social media and becoming too invasive in the lives of consumers. Clear Internet ads that include devices like animation can increase the user's initial attention to the ads. However, this can be seen as a distraction for the user if they try to absorb different parts of the site like reading text. Additionally, when brands make open-ended data collection efforts about their customers and then personalize their ads to them, consumer relationships with advertising, following this data collection, are often positive. However, when data is collected in secret, consumers can quickly feel like companies are betraying their beliefs. It is important for brands to take advantage of personalization in their ads, without making consumers feel vulnerable or their privacy has been betrayed.
See also
References
Source of the article : Wikipedia
0 Comments