For many years consumers typically became aware of sales promotions in passive ways. That is, most customers obtained promotions not through an active search but by being a recipient of a marketer’s promotion activity (e.g., received coupons in the mail). The Internet is changing how customers obtain promotions. In addition to websites that offer access to coupons, there are a large number of community forum sites where members share details about how to obtain good deals which often include information on how or where to find a sales promotion. Monitoring these sites may offer marketers insight into how customers feel about certain promotions and may even suggest ideas for future sales promotions.
Cite: Sales Promotion Trends: Internet Communication (2017). From Sales Promotion Tutorial. KnowThis.com. Retrieved September 20, 2017 from https://www.knowthis.com/sales-promotion/sales-promotion-trends-internet-communication
Stories For This Tutorial
- Study: Consumers Get More Fickle Despite Billions Spent on Loyalty (the downside of loyalty programs) Advertising Age
- How Middlemen Have Changed Travel Marketing (inside travel industry's distribution channels) DM News
- How Free Coupons For Patients Help Drugmakers Hike Prices By 1,000% (how sales promotion can lead to higher price) Los Angeles Times
- McDonald's Removes Fitness Tracker Toy From Happy Meals (problem with a marketing freebie promotion) Los Angeles Times
- Everybody Likes Coupons Except When They Make You Work (drawbacks of newer couponing method) Knowledge @ Wharton