Marketing Communication Methods
Should we use traditional marketing or digital marketing? This question is top-of-mind for all marketers. The decision to use one platform or outlet can mean the difference between success or failure. Evaluating each option is time-consuming but essential for forming a cohesive, meaningful marketing effort. This section looks at a variety of traditional media activities, including advertising, public relations, sales promotions, and direct marketing. It also explores digital marketing, including websites, interactive tools, content marketing, SEO (search engine optimization), and other strategies. As you read, consider the criteria you might need to use when determining which strategies are right for your organization and offerings.
Sales Promotions
IMC Support for Sales Promotions
Sales promotions are delivered to targeted groups via marketing campaigns during a pre-set, limited amount of time. In order to broaden awareness, impact and participation, sales promotions are often combined with other marketing communication methods in the promotional mix. Examples of IMC support for sales promotions include:
- Weekly email messages to consumers informing them about the week's sales, special offers, and coupons
- Promotional information on a Web site informing consumers about the availability of a rebate or other special offer
- Posters and other promotional materials to enhance a point-of-purchase display
- Sweepstakes forms incorporated into a magazine advertisement
- Social media campaigns encouraging people to post about entering a sponsored contest on Twitter, Facebook, and Instagram
These types of activities create synergies between the sales promotions and other marketing activities. IMC activities can amplify the message about the sales promotion and encourage active participation from target customers.
Finally, it is important to recognize that sales promotions cannot compensate for a poor product, a declining sales trend, ineffective advertising, or weak brand loyalty. If these fundamentals are not working, sales promotions can serve only as a temporary solution.